Callaway Golf Europe launched its 60-second brand film Pass It On on 13 July, following a young boy who discovers golf through his grandfather. The film was released ahead of the 154th Open Championship at Royal Birkdale, where tournament rounds begin on Thursday.

Filmed at Southport Golf Links, a council-owned municipal course near Royal Birkdale, the story presents the grandfather’s enthusiasm through handmade projects, tour memorabilia and worn golf equipment. Callaway uses the public setting to connect the professional game with the courses where many golfers first play.

The film features Callaway Tour Staff professionals Jon Rahm, Xander Schauffele, Nicolai Højgaard, Min Woo Lee, Sam Burns and Akshay Bhatia. Callaway ambassador Georgia Ball also appears as herself. Ball is a golf content creator and coach whose professional journey included Royal Birkdale, highlighting another route into the sport through instruction and online content.

Hand-built cardboard zoetropes provide the film’s main visual device, creating stop-motion versions of moments involving Callaway’s professional players. The company also draws a historical link between the zoetrope, invented in 1866, and the early years of golf’s oldest championship.

Chris Gregg, Marketing Director at Callaway Golf Europe, said the campaign was based on the influence of the person who first introduces a player to golf.

“Every golfer remembers the person who first put a club in their hands and Pass It On was built on this foundation. Set against the backdrop of one of the biggest weeks in golf, the film makes the connection between the game’s big stage and the everyday moments that inspire a lifelong love of golf.”

Pass It On sits within Callaway’s Nothing Beats This brand platform, which centres on the experiences and relationships tied to playing golf. BestBall North, an Edinburgh-based independent production company, worked with Callaway Media Productions Europe on the film. The soundtrack comes from Merseyside band The Coral.

Royal Birkdale will host The Open for the 11th time, with Championship play set for 16–19 July. The film is available via Callaway Golf Europe’s social and digital channels and is scheduled to appear during Sky Sports’ UK coverage of the Championship.