The Golf Game: Top-Flite Gets Macho

Callaway pairs underused patents with over-the-top advertising to revive a ball and a brand

"Man the freak up...permission to talk smack when others lay up ... Put hair on your game's chest." Not exactly the type of encouragement you'd expect to hear from caddies on exclusive golf courses. And that's exactly the point of Top-Flite's edgy new commercials. Anchored by wry ESPN personality Kenny Mayne, the segments are designed to get the competitive juices going and the fairways buzzing again about the struggling company's balls-- golf balls, to be a tad more specific.

You wouldn't think a golf ball would have to worry about its rep, but it turns out that little dimpled orbs can...

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