The new 30-second video celebrates LPGA Tour player Lizette Salas and her “Drive On” story
LOS ANGELES, April 24, 2019 – This week, the LPGA will debut the second spot in the new “Drive On” campaign, featuring Tour winner and hometown favorite Lizette Salas. Salas’ feature titled “Where I Come From” is the first in the next wave of videos supporting the LPGA’s new brand positioning: Drive On.
As a continuation of the “This is For Every Girl” film that launched Drive On in March, the LPGA will share more inspiring stories in the coming months. Kicking off this initiative, the Salas spot will debut on the LPGA’s social media channels today and on Golf Channel during Thursday’s first round of the HUGEL-AIR PREMIA LA Open.
The Drive On platform was created to inspire dreams, generate conversations and challenge conventions about sport, golf, athleticism and women. As the daughter of Ramon and Martha, Mexican immigrants who came to suburban Los Angeles in search of better opportunities for their children, Salas defines what it means to Drive On.
In the 30-second video, Salas can be heard sharing her family’s story for the first time publicly in her 2011 commencement address at the University of Southern California, where she became the first in her family to graduate from college. As a young Latina who grew up playing golf with makeshift clubs modified by her dad, Salas was ridiculed and doubted by many. In the new Drive On video, Salas serves a powerful final punch to those who told her that “Mexicans don’t play golf.” Her response? “They do now.”
“It’s an incredible honor to have my story showcased on a platform I believe in so much,” said Salas, who learned the game at Azusa Greens Country Club, where her father worked as a mechanic. “If telling my story means even one person is inspired to fight for their dream in the face of hardships, I would count that as a great success.”
Last month, the LPGA launched its new brand positioning and tag line, Drive On, designed to show its commitment to diversity, inclusion, individuality and authenticity. The Drive On launch film quickly spread across social media and was shared by a wide range of people in the golf world and beyond.
“Lizette has been breaking barriers and shattering stereotypes her entire life and she is a tremendous role model who really embodies the spirit of Drive On,” said Roberta Bowman, LPGA Chief Brand and Communications Officer. “Drive On isn't just about golf. It's about finding the vision to see beyond what has already been done and to believe something greater is possible. We’re excited to shine a light on more of these stories of dedication, resilience and the sheer grit that it takes to excel.”
The first film, “This is For Every Girl,” highlights LPGA players as role models, particularly for girls in their formative years, in an emotional piece that resonates beyond golf. The film is a positive message about confidence and success overcoming some of the negative “self-talk” or limits women and girls face in daily life. It concludes with Salas, Brooke Henderson, So Yeon Ryu, Mo Martin and Anna Nordqvist delivering the message: “This is us. Crushing it for you. So you can crush it for the next girl. Drive On.”
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