You see lines and wind direction and whatever the hell those half-circles are around his feet, and you see that the animation is pointing us to the green in question that looks Happy Gilmore-y far away. The next shot you can see is one where the golf course is presented much like a yardage book. If we were splitting hairs, you could argue that Dustin is looking well right of the green in question, but this is most likely some green screen work so no reason to hate on the simple issues with this commercial when much larger problems start to present themselves (just wait for the branch). Dustin joins us in this next shot, looking somewhat in the direction of the circled green. Since we are looking at this shot, why don’t we introduce our golfer/actor into the fold. I’ve looked at this image for far too long trying to figure out another possible green that he would be playing to, and I’m not seeing it. Dustin sees that aggressive pin, even though the only green we can really see is the one that looks a mile or two away in the distance.
The commercial begins with the above shot of a golf course, the one us regular folk would think is beautiful. The pin isn’t aggressive, which is defined as “ready or likely to attack or confront.” Now, in 2020 I guess I can’t say that a flagstick wouldn’t take on animate characteristics considering all we’ve seen this year, but I’m going to assume for my point that the flag is going to remain insentient and sit in the hole just like it was put there. Golfers might say “that’s a tucked pin” or a “brutal hole location,” but what’s an aggressive pin? The aggression in the game lies with the shot. The idea that any golfer would ever say “man, look at that aggressive pin” is insulting to us balata fans. Dustin Johnson sees an aggressive pin … a two-club headwind …”
“Some see a beautiful golf course with an incredible view. So there is the copy, now to breakdown the issues FJM-style, here we go. Dustin Johnson sees an aggressive pin … a two-club headwind … and a branch that blocks his line to the green … Dustin delivers because he sees things differently … so do we … RBC … a global financial institution with over 150 years of insight and expertise.” Here is the word-for-word voiceover by someone not named Dustin Johnson (maybe Sam Elliott?): But it’s the commentary that goes along with the action that is so offensive to golf fans that it has forced me to spend time in my life breaking it down (and time in yours reading this).
If I told you that was the ad and you’d never seen it, that would be enough. Dustin Johnson, one of the most famous golfers on the planet, holing out a hybrid on what appears to be a tough green to hit. It challenges the simplicity of a man standing on a hill trying to go for a par-5 in two. This isn’t a “standing in the hall of fame” type of situation where the ad gets played so much you want to donate your ears to science this is a golf commercial that challenges the intelligence of the golf community. With the return has come a commercial that has befuddled me more than any ad I can remember. They’re back on the tee! Everyone is excited! You might not be aware of this, but golf has returned.
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