Justin Timberlake, Golf Equipment Maker Callaway to Launch New Ad Campaign

Justin Timberlake Headshot - P 2012
Tim Whitby/Getty Images

Justin Timberlake Headshot - P 2012

The singer-actor, who late last year was named the company's creative director, helped put together a campaign that targets younger audiences.

NEW YORK - Add advertising adviser to the Justin Timberlake's list of credits. The film and music star helped put together a new advertising campaign for golf equipment maker Callaway Golf that targets a younger demographic, the Wall Street Journal reported.

The company had named the singer-actor, who is also an investor in MySpace, as creative director in December. He has served as a paid endorser for Callaway for several years.

The new ad campaign, which hopes to reach customers younger than its average customer who is 55, will launch this weekend timed to the Farmers Insurance Open tournament outside San Diego, the Journal said.

In the ads, golf pros, including Phil Mickelson, Annika Sorenstam and Alvaro Quiros, use Callaway products to perform feats along the Las Vegas Strip, the Journal said. Quiros is shown on a floating platform, striking a golf ball 310 yards over the Bellagio fountain. Others are shown hitting balls from rooftop to rooftop along the strip. Timberlake doesn't star in the commercials.

"We wanted to make a statement that was more rock 'n' roll," said Timberlake, who worked with Factory Design Labs, a Denver ad agency that began creating the new pitch in April.

"Being hip and contemporary has to be part of the marketing plan" to attract new and younger golfers, Jeff Colton, Callaway's senior vp of global brand and product, told the Journal.

Timberlake hosts the PGA Tour's Shriners Hospitals for Children Open in Las Vegas each year and owns a golf course in Memphis.

E-mail: Georg.Szalai@thr.com

Twitter: @georgszalai