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Callaway Golf plans to unleash its 2012 product line with a creative campaign that will take golf from the traditional course to the Las Vegas Strip in a series of Epic Demos. The Epic Demo campaign will illustrate the company’s mantra in 2012: “Serious Performance. Serious Fun.”

Callaway Staff Pros Phil Mickelson, Alvaro Quiros, J.B. Holmes, Annika Sorenstam and others will star in campaigns, each performing shots that defy golf’s status quo. In the spectacular city of Las Vegas, iconic backdrops for the ‘Epic Demo’ campaign range from the Bellagio Fountains to the Mirage Volcano, and the rooftops of the Excalibur and Luxor Hotels.

The campaign is directed by grammy-winner Joseph Khan, whose credits include music videos for U2, Lady Gaga, Eminem and Katy Perry, while newly appointed Callaway Brand Creative Director Justin Timberlake will also collaborate with Khan and the creative team during the upcoming ‘Epic Demo’ campaign.

Highlights of the shoot include:

• Alvaro Quiros and JB Holmes driving balls 325 yards over the Bellagio Fountains
• Tommy Gainey and Freddie Jacobson hitting from roof of Excalibur to roof of Luxor
• Phil Mickelson hitting to a flame-encircled island green at the Mirage