"New Traditions (DC)"

25 July 2025

78s

Rebels without a course.

This LIV Golf commercial has a real "Get in the hole!" energy to it, for better or worse. Directed by Dominic O'Riordan, 'New Traditions' is set in the picturesque village of Rocester, Staffordshire, home of JCB Golf and Country Club. It's about to host a LIV Golf event for the first time, and God help anyone in the mood for peace and quiet from 25-27 July.

Both O'Riordan and the brand run roughshod over routine and make a mockery of decorum as the LIV effect takes hold. Afternoon tea, garden walks, summer fêtes, and more are 'hacked' by the Saudi Arabian-funded golf tournament, with villagers haunted or geed up by clips of raucous tee boxes and post-round DJ sets. It's golf, Jim, but not as we know it.

Three years after its controversial debut, LIV is still alive (though no longer happy to pay fines for DP World Tour players, it seems). If it gets raucous in Rocester and the crowd likes it, we may get even more anti-establishment romps like this. Are traditionalists loud enough to take these upstarts down?

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