Callaway apologises after golf ad slammed for depicting domestic violence

Golf equipment giant Callaway has issued an apology, although largely in vain, after facing an immense backlash for an advertisement depicting violence against women, which has since been removed.

The commercial, which was released online last week before being pulled, showed a male golfer shoving a female player to the ground when she reaches for his new driver, and prompted calls for a boycott of Callaway products.

Callaway issued an apology for the advertisement, and Callaway chief executive Chip Brewer said in a statement on Tuesday that the company had launched an investigation into how the advertisement — produced by golf media firm Good Good Golf — had been approved.

“Last week Good Good Golf and Callaway posted a video to promote a co-branded driver,” Brewer said in a statement.

“While the video was produced by Good Good, it was approved by Callaway prior to posting. That approval should never have happened. Mistakes were made and we are taking the matter very seriously.

“As we deal with the consequences of our mistake and complete our investigations, I want to make it clear that we sincerely apologize for the video.

“The content was inappropriate and does not reflect our values. To be clear: we are unequivocally against discrimination, domestic violence or threatening behaviour of any kind … I assure you we will learn from this and do better.”

The online advertisement showed Good Good cofounder Garrett Clark shoving Epson Tour professional player Alexis Miestowski to the ground when she attempted to reach for his driver, before warning her: “Do not touch my new driver.”