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The US Golf Association (USGA) has enlisted a group of legendary golfers and a Hollywood legend to support a new campaign, “While We’re Young,” described as a “movement to improve pace of play and reduce the time it takes to play” a round of golf.
The humorous effort stars Tiger Woods, Arnold Palmer, Paula Creamer, Annika Sorenstam and director/actor Clint Eastwood. The campaign takes its name from a line uttered by Rodney Dangerfield as Al Czervik (“Let’s go, while we’re young!”) in the movie, “Caddyshack.”
“Pace of play is a big issue; rounds of golf take too long and no one enjoys it,” Woods said in a statement. “‘While We’re Young’ is part of the golfing vocabulary, and ‘Caddyshack’ is iconic in our sport. This campaign is lighthearted, but it also shows that we need to pick up the pace of play.”
Dangerfield utters the line after Ted Knight’s character, Judge Elihu Smails, takes an inordinately long time to hit his drive on the first tee, with Czervik in the next foursome.
The USGA, citing a recent study by the National Golf Foundation, said that “91% of serious golfers are bothered by slow play and say it detracts from their golf experience; more than 70% believe pace of play has worsened over time; and half acknowledged that they walked off the course due to frustration over a marathon round of golf.”
In his spot, Woods sizes up a putt for what seems like an eternity to the golfers behind him, who turn out to be a group of kids waiting for Woods to finish his round of miniature golf. “While we’re young!” one of the kids admonishes Woods, who ends up missing his putt into the mouth of a plastic alligator. “He thinks it’s a Major,” observes another kid.
In the Eastwood spot, Clint is on a golf course overlooking the Pacific Ocean. Before taking his shot, he runs through a series of options in his mind. “Okay, I have to stay out of this lousy bunker. What did I use last time: a wedge or a Nine? Probably a Nine.” Finally, Arnold Palmer, 83, says to Eastwood, 83, “While we’re young!”
According to Mike Davis, executive director for the USGA, “This new campaign illustrates the USGA’s energetic and action-oriented approach to pursuing worthwhile endeavors that serve the best interests of the game moving forward.”
The campaign will break this week during coverage of the 2013 US Open Championship, then air throughout the summer on broadcast and cable during coverage of the 2013 US Women’s Open, US Senior Open and US Amateur on NBC, ESPN and Golf Channel.
TV spots will also run during broadcasts of non-USGA golf events via the LPGA and The PGA of America.
USGA has also launched an online Pace of Play Resource Center for golf facilities and players.
Barry Janoff is director of sports media marketing initiatives for PromaxBDA. He also is the executive editor for NYSportsJournalism.com which covers national sports marketing, business and media news; and a contributing writer for Yahoo! and MediaPost.
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