Morgan Stanley: From Grit to Vision

February 27, 2024

Morgan Stanley’s latest ad creative, “From Grit to Vision,” features long-time brand ambassador and PGA TOUR professional, Justin Rose. Dropping just in time for this year’s 50th anniversary of THE PLAYERS Championship, of which the brand is a Proud Partner, this 60-second spot will run in tandem with 30- and 15-second versions.

The new creative leverages archival footage to emphasize the importance of determination to both Justin’s hall-of-fame career and Morgan Stanley’s approach to clients: pairing the vision of what’s possible with the grit it takes to make it happen. As golf fans may know, Justin was dubbed the next great golf phenomenon at the age of 17 but his career – like most – hasn’t always been easy. After an infamous string of missing 21 cuts in a row, he never gave up. He used technology, training and coaching support to return the top of the sport. Talk about grit.

The spot was shot and directed by Kevin Foley, award-winning director and brother to Justin’s former long-time swing coach Sean Foley. Pairing Justin and Kevin together for this spot embodies the importance of having the right partner, and their personal connection provides an emotional perspective on Justin’s career.