Studer Family Children’s Hospital at Ascension Sacred Heart was in a unique position to leverage the generous philanthropic support of professional golfer Bubba Watson for a new advertising campaign. Watson’s ties to the Florida Gulf Coast community and personal commitment to Studer Family Children’s Hospital helped provide the means for positioning the hospital as the premier choice for pediatric specialty care in the region, strengthening both consumer value perceptions and relationships with pediatricians. Watson is nothing if not passionate, so we combined his passion for golf and Studer into a series of whimsical vignettes that mirrors the commitment of Studer to the families in the Florida Gulf Coast region.