The Scoop: Callaway eventually owns its role for approving ad criticized for violence against women

Good Good Golf and Callaway have apologized after an ad for their co-branded driver showed a man shoving a woman to the ground when she reached for his golf club. The scene feels more ominous as tense music plays over the ad.

The 60-second clip was intended as a parody of the horror movie “Obsession.”  But the Wall Street Journal reports that a shorter clip circulated on social media without that context and drew widespread backlash for seeming to make light of violence against women.

Good Good removed the video and apologized.

“We fully own that we did make a mistake…As the CEO of the company, the buck stops with me and we should have had better processes in place,” CEO Matt Kendrick told WSJ.

Callaway initially said it was disappointed by the content.

“We are disappointed by the content that was posted, and are appreciative of Good Good for addressing this. We look forward to working together to ensure a more inclusive space in golf.”

But the golf brand later acknowledged that it had also approved the video before it was posted.

A Message From Our CEO: pic.twitter.com/JMFDngCVSb

— Callaway Golf (@CallawayGolf) August 25, 2026

“That approval should never have happened,” Callaway CEO Chip Brewer said in a statement posted to social channels. “To be clear: We are unequivocally against discrimination, domestic violence, or threatening behavior of any kind.”

He said Callaway is conducting internal and external investigations and changing its approval processes.

Why it matters: Callaway should have immediately owned the mistake alongside Good Good Golf. Not doing so makes them look like they’re skirting responsibility or removing their part in the approval process.

Brands shouldn’t try to distance themselves from a controversy with a partner if their own teams also reviewed and approved the content. The public sees through it and will hold both parties accountable.

In the social media response, Brewer made the smart choice to clearly state what went wrong, accept responsibility and outline what the company is doing next, though it would have landed better if it was the first reaction.

Communicators should openly name the mistake, clarify the organization’s role and explain what will change moving forward. Otherwise, attempts to protect the brand can make it look less transparent.

Perhaps more importantly, internal teams should have tested the ad before it ever went live. Think about how your audience is going to receive it. If there’s even a slight chance it hits on sensitive issues, just don’t use it.

Why is Target apologizing?

In a similar brand snafu, Target is apologizing after advertising a Halloween costume that was seen as racist and offensive.

The New York Times reports critics said its black and orange clown design, exaggerated grin and promotional image of a Black child evoked “racist minstrel-show caricatures.”

The costume was removed from stores and the company’s website after backlash spread online.

“As a company, we know we got this wrong, and we are deeply sorry,” Target said in a statement. “The costume is offensive and should never have been part of our assortment…We know this is especially hurtful for our Black guests, team members and partners.”

The apology isn’t defensive, they own the mistake and immediately removed the costume, which is good. But are people buying it?

Like the golf ad, how did this idea pass each level of the approval process? Why was it missed? This comes after Target rolled back some of its DEI programs, raising the issue that maybe there aren’t enough diverse voices in key decision spaces, which should be a good reminder that more perspectives can help safeguard product decisions and reputation management.

Why is TikTok adopting Substack?

TikTok is launching a newsletter it dubs “The Creator’s Cut,” a Substack focused on the people behind TikTok LIVE.

Each edition will hand the newsletter to a different creator to share how they built an audience, developed their work and used livestreaming to grow a passion or business. It shows an in-depth look into their process and gives a BTS view of what it’s like to be a creator.

“You’ll also get a few notes from us, Team TikTok, on the programming, people, and moments across TikTok LIVE that we think you won’t want to miss,” the company said.

This is an interesting move for a social platform, but a smart one. TikTok is using Substack to drive attention back to its own app, while giving creators control of the storytelling. It also creates awareness without relying on an algorithm.

Newsletters, or any other piece of owned content, can increase reach, especially for time-sensitive content that audiences might otherwise miss. It’ll be interesting to see how this carries over to the business.

What does Fanta have to do with Halloween?

Fanta wants to own Halloween the way Coca-Cola owns Christmas. The brand has introduced its “Haunted Universe,” a multiyear entertainment platform built around original characters including a vampire, werewolf DJ, cyborg Frankenstein and jack-o-lantern-headed scarecrow.

The campaign will launch in 50 markets with videos, collectible packaging, limited-edition flavors, influencer content and the return of its Haunted Fanta Factory experience. Fanta also plans to bring pop-culture characters into the universe.

“We have original characters, lore and stories, and we will also be inviting pop culture IP to join us in this universe,” global marketing VP Ibrahim Khan told Marketing Dive

This is a pretty fun idea, especially for Halloween fanatics. By creating its own characters, stories and visual identity, Fanta can build recognition each year while adding new collabs and experiences to the mix, making it feel unique each time, but in a repeatable format that builds continuous loyalty and excitement.