Morgan Stanley Unveils "Behind the Drive" – A Powerful new Ad Celebrating the Next Generation of Golfers

Mar. 03, 2025

Morgan Stanley is proud to announce the launch of its latest ad creative, Behind the Drive, a compelling campaign that underscores the firm’s commitment to investing in the next generation of leaders. Premiering in time for this year’s THE PLAYERS Championship, Behind the Drive highlights Morgan Stanley’s partnership with First Tee, a youth development organization that empowers children by teaching life skills through the game of golf.

As a Proud Partner of THE PLAYERS Championship, Morgan Stanley will debut a 30-second version of the ad alongside a 15-second cut across multiple platforms over the coming weeks. The campaign builds upon the firm’s global brand message, Old School Grit. New World Ideas., and follows its 2024 creative From Grit to Vision, featuring longtime Morgan Stanley Brand Ambassador and PGA Tour professional Justin Rose.

The new spot tells a compelling story of persistence, resilience, and the dedication shared between a player and coach. It brings to life the unseen moments—late nights, endless practice, and unwavering determination—that precede a single swing on the course.

Behind the Drive will be prominently featured across a variety of paid media channels, including targeted online video, paid social media, and golf-specific digital sponsorships on platforms such as The Athletic and CNN.com. Additionally, the ad will air on major networks and streaming services, including CBS Sports, CNN, CNBC, Bloomberg, Golf Channel, NBC Sports, ESPN, Peacock, Paramount, and Discovery+.

Morgan Stanley Chief Marketing Officer Alice Milligan said:

“This next chapter in our brand storytelling is one of which I am particularly proud. “Behind the Drive” captures exactly why we as a firm are so invested in the mission of First Tee and what, together, we can do to really change the game for the next generation of leaders.”

 

Supply&Demand’s Filmmaker Kevin Foley, who also directed “From Grit to Vision” last year, said:

“’Behind the Drive” is all about patience, consistency and building to create a future that only you can see... it’s the connection and guidance between a teacher and a pupil. It was so important for us to demonstrate that this relationship was earned over time, and to tell the story of an everyday kid who found something they loved and that made them want to get up early every morning and work to get better, with a supportive team around them.”

 

Morgan Stanley invites audiences to experience Behind the Drive and witness the impact of resilience and mentorship in shaping future generations of golfers.