Callaway and Good Good Apologize for Ad Depicting Violence Against Women
Golf brands Callaway and Good Good have faced backlash for an advertisement that depicted violence against women. Both companies have since removed the ad and issued apologies.
Golf equipment company Callaway and golf lifestyle brand Good Good have apologized after a co-branded advertisement drew significant criticism for depicting violence against women. The companies have removed the commercial from their social media channels and issued statements addressing the backlash.
The advertisement, produced by Good Good and approved by Callaway, was released last week. It shows a female golfer reaching into a golf bag for a co-branded driver, only to be aggressively shoved to the ground by a male golfer before she touches the club. The male golfer, played by Good Good co-founder Garrett Clark, warns her, "Do not touch my new driver."
Social media users widely criticized the ad for its violent imagery and sinister tone. Callaway CEO Chip Brewer stated, "The content was inappropriate and does not reflect our values." Good Good CEO Matt Kendrick explained on LinkedIn that the ad intended to parody the tone of the recent indie horror film "Obsession," but acknowledged that the video "missed the mark."
Following the negative reaction, both brands pulled the video. Callaway announced it is conducting internal and external investigations into its approval processes. "We assure you that we will learn from this and do better," Brewer stated. The controversy emerges as the number of female golfers in the sport is reportedly on the rise.