SERVPRO takes a Mulligan in new campaign

Nashville-based idea-driven agency BUNTIN announces Mulligan, a hilarious new golf-themed campaign for cleaning and restoration leader SERVPRO in conjunction with the brand’s sponsorship of the PGA TOUR and LPGA.

The mulligan, an unofficial but frequently allowed do-over in golf, is the centre piece of three spots in the campaign, all of which comically present situations where less-than-expert golfers choose to ‘take a mulligan,’ while disaster do-overs require the cleanup and restoration experts at SERVPRO to make property damage “Like it never even happened.” SERVPRO is the Official Mulligan Partner and Official Cleanup and Restoration Company of the LPGA. The new integrated campaign, features national broadcast TV, paid social media, online video (OTV), and CTV.

Directed by MAMA of World War Seven, two new commercials entitled Cave and Sand Trap illustrate the value of taking a mulligan when a casual round of golf takes a turn for the worse. In Cave, a female golfer chases her ball into the rough, a cave to be precise, and while preparing to swing is confronted by an angry bear. Sand Trap finds a less-than-expert golfer failing to land a good shot in a sand trap, only to find himself rapidly sinking into quicksand. Both hazardous rounds are saved when the golfer proclaims their choice to “take a mulligan,” and calmly sets up another shot at the tee. SERVPRO’s beloved spokesman concludes, “When a bad shot happens, you should take a mulligan. When fire, water, or property damage happens, you should call SERVPRO.”

A digital video entitled Parody opens on the sprawling beauty of a verdant golf green, as a voiceover hails the precision and “every detail matters” nature of the game. Juxtaposed against this is a sloppy-looking novice, whose shots fly into tree trunks and the windshield of an unwitting bystander’s car. SERVPRO’s spokesman steps in to save the day by introducing the bright orange SERVPRO Mulligan golf ball, “made with SERVPRO’s patented, state of the art, ‘Like it never even happened’ technology.” The parody spot concludes with the spokesperson explaining that this ball will help all fumbling amateurs make it onto the green, “making any bad shot ‘Like it never even happened.’”

Notes BUNTIN EVP, Managing Partner & Chief Creative Officer Dave Damman, “SERVPRO and the mulligan ball share one extremely important purpose: When bad stuff happens, they both make it ‘Like it never even happened.’ Now, as a result of this harmonious partnership, SERVPRO has doubled its ability to overcome adversity both on and off the green. Hey, it may not improve your golf score, but it just might give you a little peace of mind.”