These golf companies are apologizing after their ‘Obsession’-inspired ad horrified social media for the wrong reasons

Two prominent golf manufacturers, Callaway and Good Good, have issued apologies after their co-branded golf club advertisement sparked outrage on social media for its portrayal of violence against women. The highly publicized clip, which featured a female golfer being shoved to the ground by a male golfer, received widespread criticism for its content and tone.

Good Good CEO Matt Kendrick acknowledged that the ad aimed to mimic the style of the recent horror film Obsession, yet admitted that the final product did not meet expectations. "Regardless of what we intended, we are responsible for what we put into the world and how it is received. We got this one wrong," Kendrick stated on LinkedIn. Following the backlash, both companies pulled the video from their social media platforms, though the clip remained accessible due to downloads and screen recordings.

Callaway CEO Chip Brewer expressed deep regret, stating, "We are unequivocally against discrimination, domestic violence, or threatening behavior of any kind." He confirmed that the company was conducting internal and external investigations into its approval processes, which it is already modifying. "This video was completely inconsistent with our commitment to diversity and inclusion," Brewer assured.

The controversy comes as women's participation in golf is on the rise, with the number of female on-course golfers increasing by 45% in just five years, resulting in an all-time high. This surge in female interest has led some users to express disappointment, arguing that the ad not only excluded women from golf but also endorsed violence against them in a particularly menacing manner. The ad's release is seen as inconsistent with Callaway's long-standing efforts to promote diversity and inclusion in golf.

Critics pointed out that the ad's depiction of abusive male behavior towards women could negatively affect sales, particularly since many women in Callaway's customer base are responsible for purchasing golf equipment for themselves and their husbands. Target also faced backlash on August 24 after releasing a Halloween costume that was likened to blackface minstrelsy.