Golf Secrets with Ben Crane - Golf Digest
Client:
Golf Digest
The Challenge:
Golf has an age problem. The average age of a recreational golfer is 55. Literally and practically, the sport is dying. Golf Digest knows they need a younger audience to survive so they were looking for a web series that was irreverent, over-the-top, and very, very dumb. So I signed up.
My Thinking:
Ben Crane is a pro golfer and despite his seemingly stuffy sport, he’s a huge goof. Golf Digest suggested him for this series and I immediately set out to write for Ben’s inner clown. I wanted our series to be the biggest piece of physical comedy any pro athlete (or comedic actor) had ever done in a web series. I wanted Will Ferrel to be like, “That’s too much.”
Ben was game. From exercise videos to eagle costumes to getting sprayed with a sprinkler, we framed everything as Ben telling “golf secrets” like a silly-ass zen golf guru. The result was quietly revolutionary in the Golf Digest world and opened up a new audience of young people to the hilarity found in an “old guy’s sport.”