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? www.youtube.com/Everyshotimaginable


The making of the ad: Direct Line 'We're on it'

News

Go behind the scenes to see how Direct Line and Saatchi & Saatchi London created a campaign featuring three popular characters: RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee from the Transformers franchise. Watch the video here.  

We Don't Save Lives

News

“We don't save people's lives”. Chief Strategy Officer, Richard Huntington, reflects on a creative career in times like these. Read the full article here.  

Sam Hawkey On True Tales Of Production

News

Sam Hawkey, Chief Operating Officer, gives Campaign a behind-the-scenes glimpse into how Saatchi are overcoming lockdown restrictions to make work, plus the production lessons learned along the way.   "Do what you can, where you are, with what you have."  Never has that been truer. But when it comes to production at this moment in time, it can seem like…

Sarah Jenkins Inspires Campaign

News

Sarah Jenkins Inspires Campaign On International Women's Day, Sarah Jenkins is recognised as an inspirational person the creative industries by Campaign. Read the article here.  

Diverse voices: Sarah Jenkins on getting the golden ticket

News

Diverse voices: Sarah Jenkins on getting the golden ticket Our industry is growing into something increasingly intelligent, progressive and empowering, but are our hearts really in this? Campaign asked a broad range of adlanders at different career stages to share their personal stories and plot ways forward from their experiences. Read Sarah Jenkins’ article here.  

Saatchi & Saatchi London hires Dan Treichel as Executive Creative Director

News

Saatchi & Saatchi London has appointed multi-award-winning creative, Dan Treichel, as its Executive Creative Director. Treichel is the creative mind behind many lauded campaigns, including the world-renowned“Climate Name Change”, which was the 7th most awarded campaign in the world in 2014. Reporting to Chief Creative Officer, Guillermo Vega, Treichel will be responsible for the day-to-day running of the creative department and for adding even more creative…