Callaway Golf, RULE 35 - syndicated - Andy Askren
Production Team: TyeeEuroRSCG, Proteus, Filter Media, Animation Dynamics, NDS Americas, Inc., Microsoft TV and Liberate Technologies.

Callaway Golf is universally recognized as a brand for their excellence in golf clubs. Callaway Golf's remarkable new Rule 35 ball stands out on its own merits- its place in the history of golf ball design, the features and benefits of its technology and construction, the personnel behind its design and development, its performance, the pros' enthusiastic response to it and the company culture that promotes it, all making for a compelling show in its own right.

By introducing interactive possibilities into the mix, the viewer's connection to the brand is heightened. Not only is the ball a model of technology so is the medium delivering the message. This prototype is designed to add value to the experience in simple, relevant ways - addressing practical, commerce-related issues, strengthening brand- and product-related messages, and never losing sight that driving it all is our audience's experience of content. The enhancements include an on-screen retail locator and monthly "ball subscription" service; human-interest nuggets about featured personnel and locations; current tour standings for the pros. What may well be the most engaging addition is a virtual "Design Lab," where users can design, build and test their own ball, teeing off against the Rule 35. Ultimately, it's a vivid illustration of the science designed into the Rule 35 allowing for it's "complete performance."