The dumbest moral panic ever is devouring the golf world this week. Corporate cowards are caving to mobs of idiotic TikTokers and Instagram influencers. And a company is getting destroyed – all for the evil crime of making a less-than-impressive advertisement.
In partnership with the golf behemoth Callaway, apparel brand and media company Good Good Golf recently released a social media ad for Callaway’s new driver. The ad went viral, but terminally online women were outraged because it showed a male golfer, Good Good co-founder Garrett Clark, shoving a female golfer, Good Good team member Alexis Miestowski, onto the ground. A cancellation campaign ensued, largely driven by golf media goobers and people who have never even stepped foot on a golf course.
Both Callaway and Good Good Golf have since issued lengthy apologies. Unsurprisingly, their first statements addressing the ad didn’t satiate the mob’s lust for punishment. Callaway even said it was donating $1 million to organizations that fight domestic violence against women.
“Over the past several days, we have listened and reflected deeply on the hurt and disappointment caused by the video we reposted,” the company said in a statement. “We heard from individuals who shared personal experiences related to violence against women, and their stories were powerful reminders that this issue touches the lives of far too many people. Unequivocally, violence against women is unacceptable and should never be trivialized, normalized, or used as entertainment.”
PGA Tour CEO and commissioner Brian Rolapp has also chimed in with a slimy, passive-aggressive dig.
“I think what we saw was concerning, [and] is clearly not aligned with PGA Tour values,” Rolapp said. “We take it very seriously. I think their initial response was disappointing. It was a bit defensive and late. But I think the responses are getting better.”
But apologies are never enough (in fact, they probably make things worse). The digital mobs wanted to inflict financial pain. They wanted a scalp.
Callaway severed ties with Good Good on Thursday. The PGA Tour announced it was dropping the brand as a sponsor two hours later. Dick’s Sporting Goods and subsidiary, Golf Galaxy, removed merchandise from shelves. The Golf Channel postponed a new reality series because Golf Galaxy didn’t want to be associated with the Good Good brand.
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But Matt Kendrick, Good Good Golf’s co-founder and CEO, showed some spine early Friday morning, directly calling out Callaway for throwing his company to the wolves.
“Interesting that @CallawayGolf asks us to make an ad then approves it then asks us to take the fall then drops us in a coordinated media blitz and covers it up by giving a million dollars away thinking everyone will be ok with it,” Kendrick posted on X. “(The) 30 for 39 will be legendary.”
He also apologized for making a stupid ad.
Indeed, the ad was bad – but not because it tried to smuggle some anti-woman message, or condone violence against women.
The minute-long clip shows a golfer so obsessed with his new Callaway driver that when a female golf partner tries to take it, he pushes her to the ground. Another male golfer takes the driver and becomes obsessed. The ad was a nod to the recent box office smash, “Obsession,” a horror movie about a girl who develops a diabolical attachment to her boyfriend because of a supernatural wish.
But it was too muddled and disjointed, and the “Obsession” reference was lost on those who hadn’t seen the movie. Good Good and Callaway were trying to cram too much into a minute clip. Like beer and whiskey, golf and horror don’t mix well.
To get a sense of the digital mob’s makeup, check out this TikToker’s reaction. Or this Instagram influencer, who captioned her reaction video, “Let’s not normalize shoving women over a golf club.” Another influencer claimed she personally knows the people who starred in the ad, but that if you do not think the ad was offensive to women and emotionally-triggering, you are a cruel, callous human.
It’s all so insane, and the worst part is, the people most offended probably didn’t even know Callaway existed (they certainly didn’t know the Good Good brand) or that the company manufactures golf equipment before the ad. Most probably don’t even golf. They just want to destroy innocent people because it makes them feel righteous and victimized, helps them go viral and gain followers, and gives meaning and purpose to their empty lives.
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