The PGA is teeing off its FedExCup campaign a little differently this time around.
Earlier this year, the PGA Tour announced that the 2025 FedExCup Playoffs would eliminate “starting strokes,” a sometimes confusing element of the tournament that gave players advantages based on their FedEx Cup standings. Instead, there will be a level playing field, with all competitors starting from even par as they compete for the FedExCup.
Speaking with ADWEEK recently, PGA Tour executives noted that the format change came directly from the Tour’s ongoing research-driven Fan Forward initiative, receiving support at all levels of the event, from players to sponsorship stakeholders and FedEx itself.
“Fans want something simple, and the removal of the starting strokes is a direct answer to that challenge,” Norb Gambuzza, PGA Tour evp of media, told ADWEEK, adding, “Getting all of those stakeholders involved in this and lined up with a format and change that everybody thought made sense was really important, thorough, and collaborative.”
To get the word out about the update, the PGA Tour has launched a 2025 FedExCup Playoff campaign, “Straight Up,” with stars Scottie Scheffler, Rory McIlroy, Justin Thomas, Jordan Spieth, and others explaining the rule change and how “tough just got tougher.” And, just in case there was any question, the campaign is set to Paula Abdul’s hit ’80s song “Straight Up.”
“In the campaign itself, having our players talk about it, their curiosity, the intrigue, their excitement about the change, is really what we wanted to lean into,” said Laura Neal, PGA Tour evp of content and creative.
In addition to digital and social executions, the campaign will consist of five spots. This includes an initial teaser (above) as the campaign builds from playful to more dramatic, incorporating footage from some of the biggest moments of the season. As the playoff progressively cuts its initial field of 70 players, each of its events will be promoted with specific ads. Tailored spots will showcase the FedEx St. Jude Championship, which takes place from Aug. 7-10; the BMW Championship, taking place Aug. 14-17; and the Tour Championship, which takes place from Aug. 21-24.
“This was the perfect opportunity to not only try something different, but do it through the voice of our players, and maybe create a little intrigue, have someone lean in and say, ‘Wait, what was that?’” David Piccolo, PGA Tour svp and executive creative director, said about the campaign. “And reminding our fans and even some casual fans that there is something new and different to be a part of.”
