As THE PLAYERS Championship gears up for its 50th anniversary, Morgan Stanley proudly presents its latest creative venture starring long-time Brand Ambassador and PGA Tour professional, Justin Rose.
Entitled “From Grit to Vision,” the campaign taps into archival footage to underscore the significance of perseverance in Justin’s illustrious career and Morgan Stanley’s client-centric approach. It echoes the ethos of the company’s 2023 global brand campaign, “Old School Grit. New World Ideas.”
Rose, once hailed as the golf “phenomenon” at age 17, faced his fair share of challenges, including a notorious streak of 21 consecutive missed cuts. However, he refused to yield, harnessing technology, training, and coaching support to reclaim his position at the pinnacle of the sport.
Talk about grit.
As Morgan Stanley CMO, Alice Milligan, notes, “Justin’s story is the perfect reflection of our firmwide ethos of grit and vision coming together to help clients reach their full potential. Whether striving to win a storied golf tournament or planning for your financial future, determination and forward-thinking will take you from the rough to the green.”
Directed by award-winning filmmaker Kevin Foley, the ad, created by TMA (The Marketing Arm), features a poignant collaboration between Justin and Kevin, who shares a personal connection as the brother of Justin’s former swing coach, Sean Foley. Morgan Stanley recognizes the importance of partnering with individuals who grasp their vision, making Justin and Kevin’s collaboration a seamless embodiment of this philosophy. Watch below:
REELated:
“When Morgan Stanley approached me with this idea—showing not just the accomplishments, but also the toughest times of my career—it really got me excited. It is a testament to the ups and downs in life and the hard work that needs to be put in to achieve the best results. It was also amazing to work with my good friend, Kevin Foley, as he has seen every facet of my career through his own eyes,” an enthusiastic Rose said.
The campaign includes 60, 30, and 15-second versions will be showcased across various paid media channels. These channels encompass targeted programmatic CTV, golf-specific digital sponsorships, and prominent placements on networks such as CBS Sports, CNN, CNBC, Golf Channel, and NBC Sports.
Additionally, an outdoor ad at the Jacksonville Airport will extend a warm welcome to visitors during THE PLAYERS Championship week.
The “From Grit to Vision” campaign not only celebrates Rose’s resilience but also encapsulates Morgan Stanley’s enduring commitment to guiding clients through life’s challenges toward achieving their aspirations.
CREDITS:
BRAND: Morgan Stanley
AGENCY: TMA (The Marketing Arm)
- Harris Wilkinson – Chief Creative Officer
- Craig Miller – Executive Creative Director
- John Bacic – Associate Creative Director
- Claudio Venturini – Associate Creative Director
- Matt Williams – Senior Producer
- Debbie McIhany – Business Affairs
- Corey Hart – Senior Director, Print Production
- Whitney DeMercurio – VP, Account
- Liana Mayer – Account Supervisor
PRODUCTION COMPANY: Supply & Demand
- Director – Kevin Foley
- Editor – Graham Chisholm
POST: Cartel
PHOTOGRAPHER: Pep Avila
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