The Worst Golf Swing in America

Social Campaign + Product Launch + Video • CPG

Golf is a game of details. Minor adjustments can be the difference between shooting a hole in one and throwing your back out… To launch AleveX, Aleve’s first-ever topical pain relief gel, we hit the green with an unlikely duo: NBA legend Charles Barkley and PGA Tour pro Max Homa. Their mission? Find the worst golf swing in America.

We launched the campaign with a hero video of Max roasting Charles’ famously chaotic swing. The banter wasn’t just for laughs. It teed up a nationwide social challenge, inviting fans to submit their swings for a chance to get burned by the duo. The result? A full-on hunt for bad golf and good content.

The campaign lived across social, digital, and paid media, anchored by a Sports Illustrated content partnership and bolstered by earned media love from Forbes, USA Today, People, and over 60+ outlets. Despite Charles not having a social presence, the content became some of Aleve’s top-performing of all time.

Oh—and did I mention it won PRWeek’s “Best Healthcare Product Launch”?