“From Many, One” Celebrates the Competition Surrounding the U.S. Open

Golf truly is unlike any other professional sport in the world. Don’t believe me? Well what other sport out there provides its followers an opportunity every year to qualify and potentially compete against the same guys that millions of people are watching on television from the comfort of their home?

 

 

 

 

 

 

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A post shared by U.S. Open Championship (@usopengolf) on Nov 21, 2019 at 10:28am PST

Indeed, the U.S. Open is entirely unique and distinct in this regard. Starting April 27th, qualifying golfers will be able to take the first step towards competing in the 2020 U.S. Open, hosted by Winged Foot Golf Club.

And to help celebrate this unique opportunity, the United States Golf Association is proudly unveiling its new U.S. Open brand platform, “From Many, One.”

“Our goal was to develop a distinct and powerful brand platform that allows us to celebrate what makes our championship unique and to tell the stories that drive our audiences to attend, watch and engage with the U.S. Open year-round,” said Craig Annis, chief brand officer of the USGA. “Given that the U.S. Open drives nearly 75 percent of the USGA’s revenue, the success of the championship directly impacts the work we do to support millions of golfers who enjoy the game.”

The “From Many, One” campaign line is a new take on the motto “E Pluribus Unum” that will celebrate the nearly 10,000 golfers who will try to qualify for the championship, narrowed down to the 156 who will play the West Course and pursue the chance to be crowned U.S. Open champion.

Different from previous years, “From Many, One” will extend far beyond television commercials, print and digital advertising as fans begin to “live the brand” through the U.S. Open. USGA social and digital platforms will feature videos, testimonials and other content that documents golfers’ journeys and allows fans to experience their hard work, grit and determination.

“The brand platform will be the perfect vehicle to share the story of the U.S. Open, a celebration of the accomplishments of the players who compete for the championship and everyone who makes the event so special,” said Mike Davis, CEO of the USGA.

The “From Many, One” campaign is primarily comprised of three different features.

The first spot, “E Pluribus Unum, Baby,” is told from the perspective of a television viewer who is watching the greatest players in the game push themselves beyond their limits.

The U.S. Open: E Pluribus Unum, Baby (30 Seconds)

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The second segment, which is my favorite, will feature multiple ad spots throughout the U.S. Open qualifying process, which begins in April. A series titled “From the Many: The U.S. Open Is…” features amateur golfers discussing their qualifying stories and the path that the “many” will take to get there.

The Many: Dreams of U.S. Open Glory Abound

Blood, sweat, and tears. Behind the story of every U.S. Open champion are the thousands each year who put their heart and soul into earning a spot in the championship. For full coverage of the U.S. Open, and for TICKETS to the 120th championship at Winged Foot Golf Club, in Mamaroneck, N.Y., June 15-21, 2020, visit http://www.usopen.com.

The third features Jack Nicklaus, Tom Watson and Tiger Woods, among others, highlight a series titled “From the Ones: The U.S. Open is…” This video series will showcase past champions as they reflect on the significance of the U.S. Open and the moment that they became the “one.”

The Ones: Triumph Over the Many

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Perhaps only second to the Masters, the U.S. Open is one of the most exciting events on the PGA Tour. Last year we were treated to the beautiful views of Pebble Beach Golf Links, Victor Hovland breaking Jack Nicklaus’ scoring record for an amateur competing in the U.S. Open and Gary Woodland’s insane chip shot from the putting surface on 17 that, ultimately, set up his first Major.

I can only imagine what the 2020 U.S. Open has in store for us, but I know that I’m already eager to start watching this additional content that will only help build up the anticipation.

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