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Timberlake Ads to bring "kickassery" to Callaway

Callaway are hoping that entertainment icon Justin Timberlake’s new marketing campaign that launches this weekend will help get the company out of the rough where they’ve been since the 2008 recession.

The marketing effort features golf pros such as Phil Mickelson and Annika Sorenstam using Callaway products to perform jaw-dropping golf feats on the Las Vegas Strip.

One TV ad shows golfer Alvaro Quiros on a floating platform on the strip, hitting a golf ball 310 yards over the Bellagio fountain.

In another, several golfers including Sorenstam hit balls from rooftop to rooftop along the strip. Helicopters fill in for golf carts.

"We wanted to make a statement that was more rock 'n' roll," said Timberlake, who has been a paid endorser for Callaway for several years but is not in any of the new ads.

Callaway, who’s core customer is approximately 55 years old, hope the ads will appeal to a younger market following the surge of young players in the PGA Tour, a movement led by 2011 U.S. Open Winner Rory McIlroy, who was 22 years old at the time.

"Being hip and contemporary has to be part of the marketing plan" in order to attract new and younger golfers to the brand, says Jeff Colton, Callaway's senior vice president of global brand and product.

Timberlake, meanwhile, hopes the new marketing will give the sport a "nice injection of kickassery."

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