This is one way to sell performance dress shirts.
Mizzen and Main, makers of high-end, moisture-wicking dress shirts and other clothes, is making its TV ad debut on Golf Channel on Aug. 2 with an ad starring Phil Mickelson doing some of the goofiest stuff you've ever seen from the five-time major champion.
— Mizzen+Main (@MizzenAndMain) August 2, 2018
In the spot, Mickelson does a lot of dad dancing in front of a green screen, with the background being a night-time driving range of sorts. Mickelson does the Worm, several Matrix-style ducks, a few karate kicks, the Diekeme Mutombo no-no finger waggle, some disco moves and other absolutely spellbindingly bad moves. All the while, Mickelson is apparently dancing to dodge golf balls hit at him from the range? It's really rather confusing.
Depending on how you look at that, this ad is either brilliant -- since we're talking about it -- or absolutely awful -- because we're talking about it. But for a company which is seeking more exposure to a golf audience of business professionals, this is going to get attention for sure.
Mickelson was first seen wearing Mizzen and Main at the Masters in April, doing so in a practice round with Tiger Woods to garner maximum attention in the way only Mickelson can. Mickelson telegraphed the move, signing a deal with Mizzen and Main to get a stake in the company and endorse their products. He then wore the dress shirts in competition at The Players in May, where he missed the cut.
Mizzen and Main said it had never seen the kind of attention it did when Mickelson wore their shirts at TPC Sawgrass, so he's apparently caught people's attention with the clothes.
And, for your social media pleasure, here are the key moments of the video in GIF form.