It’s a beautiful ad showcasing a dream-like view of the 18th hole that VISA says is on the Pinehurst Course #2.
The ad lists 27 things that you and I should want to do while we’re still alive. Most are abstract things like "paraglide" while some are a bit more specific such as "climb Mount Everest".
Bill’s observation is that the ONE thing they chose to illustrate from the list is "Play Pinehurst No. 2".
Problem is, Bill knows golf. He knows that anyone who follows the game would remember Payne Stewart’s famous fist pump at the U.S. Open in 1999 took place on the 18th green at Pinehurst No. 2.
The beautiful, dreamy image in the VISA ad is the 18th at Pinehurst No. 4. Entirely different course.
The agency should have known that there are golfers in their audience who know the difference between the courses at Pinehurst. After all, they are going after the affluent readers of magazines such as Wine Spectator.
Hmmm. What do you think?