08/27/2026
Wow! The good good golf ad is really bad, bad.
The ad for the Good Good co-branded driver in collaboration with Callaway Golf is so much worse than I ever imagined it. After hearing about the controversy, I had to see for myself what all the stir was about. What I saw was bad, really bad. If the shove to the ground wasn’t bad enough, the ad doubles down with the woman looking up at her attacker with a fearful expression and the man looking down on her giving the menacing order: “Do not touch my driver.” I’m actually at a loss to understand what they are trying to say in this ad. Is the driver supposed to be seen as precious, fragile, exclusive? Or what? At a minimum it’s a control thing. I have a couple other thoughts, but mostly I just don’t get it. Is there subliminal messaging that golf belongs to men and women should stay away? Advertising works at the subconscious level — so someone please help me understand the messaging here because it doesn’t track with golf’s governing bodies attempts to be more welcoming to women. Tacomo Golf’s Matt Horvat’s “touch my driver” response ad is no better - it’s not surprising that he had previous ties to the Good Good bros. It actually is nearly humorous how far off base these guys are. So how can this mess be fixed? Maybe hit pause, invite some women into the boardroom to help direct repair of the damage, and immediately stop the subliminal “driver” line of comments.
