The Worst Golf Swing in America

Social Campaign + Product Launch + Video • CPG

Golf rewards small adjustments. A few degrees off your swing is the difference between a clean drive and a thrown-out back, which is exactly where AleveX, Aleve's first topical pain relief gel, fits.

We paired NBA legend Charles Barkley with PGA Tour pro Max Homa and gave them one job: find the worst golf swing in America. It started with a video of Max breaking down Charles' famously chaotic form. That chemistry turned into a nationwide social challenge where fans submitted their swings for a chance to get roasted by the two of them.

The campaign ran on social, digital, and paid, with Sports Illustrated as the main content partner. Forbes, USA Today, People, and 60+ other outlets picked it up. Charles has no social presence, and it still became some of Aleve's best-performing content.

It also took home PRWeek’s “Best Healthcare Product Launch”. Which doesn't hurt.