John Daly Sings, "Go Long or Go Home" in New Maxfli Brand Campaign from NYCA

With John Daly as its muse, Maxfli – one of the oldest brands in golf – has a new, rebellious attitude, thanks to agency of record NYCA. The two-time Majors winner and one of golf’s most distinctive personalities stars – and sings — in an outside-the-(tee)box campaign designed to appeal to a new generation of golfers.

“The game of golf needs a rebel,” said Michael Mark, creative director and CEO of San Diego-based full service marketing agency NYCA. “Maxfli’s good-natured, power-grabbing ‘go long or go home’ character is designed into their new product line and it explodes from our communications. Madras-wearers, consider yourselves warned.”

Born out of the music video, the campaign — which features a TV spot, two provocative print ads and an online component on www.maxfli.com that celebrates Daly life — is a declaration that Maxfli is the brand for today’s golfers.

In the TV spot, Daly performs onstage in a roadside dive bar, singing “Go long or go home,” an original tune celebrating excess on and off the course. The 30 second spot will run on The Golf Channel and network golf coverage.

“Designed By” – the first print ad – tells the story of how the Maxfli Fire balls were created with Daly’s input, focusing on the important influences on his life like his guitar, Hooters(TM) girls, poker chips, hot sauce and beer. In the second execution, Daly claims the tips and instructions found in golf publications are “Bullshit,” declaring, “If you really wanna crush it, hit a Fire ball.” Print ads will run in “Golf,” “Golf Digest,” “SI Golf Plus” and “Golf Tips.”

NYCA, a full-service advertising agency, opened its doors and arms to the world in March 2002. Clients include San Diego Convention and Visitors Bureau, National City Mile of Cars, New Dental Choice, TaylorMade Adidas Golf Worldwide, Rossa Putters, Maxfli Golf, ViewSonic Corp., The San Diego Union-Tribune, SignOnSanDiego.com, The EastLake Company, Kyocera Wireless, EnDev (Stingaree, Side Bar, The Witherby, Ciro's), Duramed Futures Tour and others. The 38 remarkable NYCAers work on the beaches of Encinitas, California. Lucky, huh? Log on to www.nyca.com to learn more