PGA Tour Golfer Goes Pants-Free to Raise Funds for Testicular Cancer Research

Any time that we can incorporate the brilliant Richard Ayode into anything, we consider it a good day. Add in Paul Rudd, and you have a pretty decent reason to find some joy.?

What does this have to do with advertising? Welp, watching this short segment of the exceptional UK show Travel Man gives you an entertaining way to better understand a Finnish tradition: The Long Drink.?

Here's where it gets weird/interesting/fun. Denver-based indie Good Conduct created a campaign with PGA Tour veteran Joel Dahmen where—and stick with us—people were encouraged to?take their pants off and drink in their underwear. Specifically, the ask was to knock down?The Finnish Long Drink, a can of the Finnish elixir.?

In Finland, this is known as kalsarik?nnit, or pantsdrunk, the Finnish tradition of kicking back and enjoying a drink at home in your underwear—an activity that gained popularity among Americans at the height of quarantine. But let's be honest; there are plenty of people (men) who did this anyway.?

But there's a nice hook on this whole endeavor—to raise funds for testicular cancer research and early screenings.?

Take a drink, snap a photo sans pants, share with #pantsdrunkforcancer and, boom, instant internet gold. The goal of the June campaign was to raise $250,000 for the Dahmen Family Foundation, which raises funds for charities benefiting children and families through the game of golf, specifically supporting cancer patients and their families.

"I couldn't unzip fast enough when The Long Drink approached me," said Dahmen. "I've already taken my shirt off, so I didn't have to think twice about getting out of my pants to raise much-needed funds for cancer research. We all take our pants off at the end of the day anyway, so why not grab a Long Drink and get #pantsdrunkforcancer?"

"We're thrilled to use all the fun surrounding the pantsdrunk tradition to raise awareness for testicular cancer research and early detection services," added Kyle Bradshaw, CMO at The Long Drink. "Joel is the perfect partner for this initiative, and we're looking forward to people having fun with a Finnish tradition while enjoying The Long Drink and supporting a great cause."

Why we like it

Ayode aside, getting a Finnish drink into America's consciousness is an interesting endeavor. It's a competitive category, but we think that some rando Brooklyn influencer could snag onto this at some point and make it a rocket ship. Miles Teller, DJ Kygo and Rickie Fowler like it, so we're halfway there.

What we'd love to see next from this work

Please keep it going. Keep raising money for an important cause.

Behind the work

Rob Lewis, Co-Founder + ECD, Good Conduct

What was the brief?

To create an attention grabbing announcement of The Long Drink’s new relationship with golfer Joel Dahmen.

What were the biggest challenges in cracking the brief? What were the things that were easier to work out?

One of the biggest challenges was the timeline. Being a professional golfer, Joel’s availability was limited. From brief to production, the entire thing happened in less than two weeks. The concept and approval went pretty smoothly. There was a lot to work with creatively, and both the client and talent were aligned and excited from the very beginning.

What makes you proud of this work?

In this industry, the phrase “we’re not curing cancer” gets thrown a lot when agency people are stressing out over campaign work. Usually because we’re trying to help sell a burger or get people to choose one skin cream over another. But this time, something truly important was attached. The campaign doesn’t cure cancer, but at least we’re trying to help.

Credits

Client: The Long Drink

Agency: Good Conduct

The Long Drink

• Kyle Bradshaw, Chief Marketing Officer
• Taylor Somerville, Growth Marketing Manager

Good Conduct

• Rob Lewis, Co-Founder, Executive Creative Director & Director
• Travis Reeb, Co-Founder, Account & Strategy
• Jacob Glazier, Director of Photography
• Ricky Baylis, Editor
• Pinto Pictures, Color

Learn more

• Good Conduct
• The Long Drink