Stink Studios is launching the latest campaign for disruptive golf brand MANORS, marking a new phase in an ongoing relationship that previously shaped the brand’s evolution and delivered its most effective campaign to date. The new campaign marks the second collaboration on a golf performance wear line between MANORS and Reebok.
Director Dan French of Stink UK now returns to expand the brand’s distinctive world with “The United Kingdom of Golf.” Built around the uniquely British rituals and mishaps of the game, the campaign celebrates everything golfers have to overcome just to play the game, transforming familiar frustrations into surreal absurdity.
Narrated by European Ryder Cup Captain Sam Torrance, golfers battle hurricane-force winds, they disappear into impossibly deep bunkers, become trapped in commuter buses, full gear and all, they search for lost balls amongst flash mobs of sheep, and even get frozen into blocks of ice. Each vignette is rooted in an everyday truth of golfing in the U.K., just escalated ever so slightly. Enduring it is an endearing challenge.
The campaign strategically continues MANORS’ ambition to position golf as a cultural pastime, rather than an exclusive sport for an older audience. By leaning into the shared experiences that unite golfers, they build a richer, more relatable brand world that extends beyond the course.
For French, whose previous work helped establish MANORS’ tone, the latest project deepens a creative language built on craft and cinematic comedy. Inspired by Renaissance composition, documentary photography, and executed with practical in-camera effects, the film balances hyper-real imagery and tactile production design.
“It was an exciting brief to build on the momentum of the first Manors x Reebok collection. But, when you’re working with a brand like Manors, who knows their audience so well, and a director like Dan French, who brings a level of craft and wit to directing that few others can, it turns into a bit of a dream scenario. Hence, sheep flash mobs and flaming golf archery,” said Cameron Temple, executive creative director, Stink Studios.
