Rory McIlroy takes on his toughest challenge yet - a GPS-enabled talking robot - for The European Tour

Saatchi & Saatchi London have launched the latest film in The European Tour’s, “See Every Shot Imaginable” campaign, featuring the former World Number 1 golfer Rory McIlroy.

McIlroy has beaten the best golfers in the world across his illustrious career, but now he faces a new challenge: pitting his skills against a talking robot programmed with GPS to deliver the most accurate golf shots imaginable.

In the 3 minute film ‘Rory Vs the robot’, which will be hosted on The European Tour’s YouTube page, Rory’s golf (and banter) skills are measured against the robot in a remarkable challenge that sees the two of them hitting balls into washing machines, while simultaneously trading insults as to each other’s sporting – and other - prowess.

The washing machine challenge was something close to McIlroy’s heart, because as a boy he used to practice by hitting balls into his mum’s washing machine.

Filmed at the PGA National Resort & Spa, Florida, the challenge culminates with a bid to hole a ball into a washing machine drum placed 150 yards away and raised 50 feet high at a driving range. But who will be the ultimate winner?

The state of the art robot featured in the film was borrowed from Golf Laboratories; an independent testing facility that tests golf equipment for many of the world’s top manufacturers, based in America.

The voice of the robot is from stand-up comedian Geoff Norcott. Geoff delivers many humorous lines throughout film, some of which caused such a big reaction from Rory that his response had to be censored.

Saatchi & Saatchi will seed further content through social media platforms to target both broad and core golf audiences.

Paul Silburn, creative partner, Saatchi & Saatchi says: “We're excited by our new European Tour film with Rory. It continues to showcase the Every Shot Imaginable theme in a way which also gives the viewer a chance to see the personality of the player.”

The “Every Shot Imaginable” campaign began in 2010 with the first challenge – “The 200 yard gong shot”.  Four golfers competed to be the first to skim a ball 200 yards across a lake and hit a floating 9 inch gong. 

The spot was later picked up by the Sky Sports Network and broadcast on several television programmes, as were later films from the campaign.

Saatchi & Saatchi followed the “Gong” challenge with the “Clay Pigeon” golf shot, which saw four different golfers attempt to smash a clay pigeon out of the sky with a golf ball, and then by later films, including the most recent spot, “Magicians”. 

The “Every Shot Imaginable” YouTube channel, which also features out-takes plus extra content from the Tour, has now had 13.5 million views.

The European Tour hosts golf tournaments across the globe, with courses so varied that for a golfer to really succeed they need a special combination of imagination and shot making ability; hence the campaign idea: See Every Shot Imaginable

What will the next challenge be?

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