Description
What happens when a 70-year-old heritage brand with deep style roots steps boldly into golf’s new cultural moment? You get Original Penguin’s newest commercial, a vibrant, cinematic campaign that brings together PGA TOUR champions and fashion-forward creators debuting this week on the Golf Channel during the PGA Championship.
The spot, shot on location at Cabot Citrus Farms and produced by Dakota Media, is a first-of-its-kind moment for Original Penguin Golf. It marks the brand’s inaugural campaign to feature a mix of PGA TOUR professionals and off-course creators in one unified story. The lineup includes ambassadors and PGA TOUR winners Jake Knapp and Nico Echavarria, as well as Original Penguin ambassador influencers Officially Sonny, Carolin Pinegger, and model Hailee Lautenbach, all representing a new generation shaping the culture of the game.
“Original Penguin didn’t just want a golf ad, they wanted a cultural moment,” said Josh Duhamel, actor, golfer, and co-founder of Dakota Media. “They gave us the freedom to push the creative and show golf as a space of individuality and energy. Working with Jonathan Schoenberg and Jeremy Seibold made the vision feel modern, stylish, and totally original.”
The creative direction leans into a playful aesthetic and a visual metaphor: plates being shattered mid-air, a literal break from the status quo. Dakota Media reached out to personal friends and avid golfers Schoenberg and Seibold of ad agency, TDA Boulder to copywrite the spot.
As golf continues to modernize on the course and across social feeds, Original Penguin is positioning itself at the intersection of sport, fashion, and digital culture. The brand, owned by Perry Ellis International, is using its 70th anniversary not as a retrospective, but as a launchpad into what’s next.
“Golf is changing, and so are the people who play it, watch it, and wear it,” said Brad Holder, SVP of Marketing at Perry Ellis International. “This spot is our way of celebrating that evolution. It’s about honoring our legacy while reflecting where golf culture is going.”
For Dakota Media, the production company co-founded by Duhamel and golf entrepreneur Joshua Algra, the campaign exemplifies the kind of elevated storytelling they’re known for. The spot combines striking visuals with genuine moments, creating something that feels more like a short film than a traditional commercial.
“This campaign isn’t about just hitting shots, it’s about hitting a nerve,” said Algra. “We’re proud to partner with Original Penguin to celebrate a brand that’s as bold as the next generation of golf.”
The ad is set to debut on the Golf Channel during the PGA Championship, and run through June, with additional placements across digital and social platforms under the campaign’s rallying cry: #OriginalGoodTime.
This professional campaign titled 'Original Good Time' was published in United States in May, 2025. It was created for the brand: Original Penguin, by ad agency: Dakota Media. This Film medium campaign is related to the Sports industry and contains 1 media asset. It was submitted about 1 month ago.
