9-minute apology for viral golfing ad makes things "worse"

As viral backlash grows over the plot of a 15-second golf ad, a lengthy and "indulgent" apology from one of the key players might have made things worse.

Yes, things are bad for American golf equipment maker Callaway, who collaborated with Good Good Golf on a new driver called “obsession.”

After release of its controversial ad, the PGA slammed the company, there have been threats of boycotts from customers, and products being pulled from shelves and websites. 

If that seems like a lot of "fuss" over a new golf club, let's clarify that the outrage is not about the product, or even golf, at all. 

And now, an official apology seems to have further aggravated the public.

The ad begins with one of the founders of Good Good, Garrett Clark, shoving a female golfer, another Good Good staffer, Alexis Miestowski, a former division one golfer, to the ground.

She lands flat on her back, and Clark walks off, warning her to never touch his “obsession” driver.

But in 2026, as the world increasingly calls out misogyny and violence against women, it's a concerning depiction of an issue which has become fatal for many.

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Garrett Clark's apology for Callaway video

Clark finally attempted to address the backlash last night on X.

"I wanted to come on here real quick and talk about the current situation with Callaway and Good Good," he began. 

"I personally want to apologize for playing the role in this skit, in this ad, at the magnitude that I did."

He added: "This is not at all what we stand for, the way this ad was received, is not how Good Good is, and it's not what we stand for. I want everyone to know that I don't support DV [domestic violence] or abuse or any of that to any, of any kind."

But then, the apology takes a bizarre turn.

pic.twitter.com/mpFFRvUedE

— Garrett Clark (@gm__golf) August 26, 2026

For several minutes, Clark talks about how the violent horror movie "Obsession", which is a about a nightmare relationship, was the inspiration; but upon reflection, the concept "super dumb" and "not the greatest idea."

Then, he tries to demonstrate that he did not, in fact, knock Miestowski to the ground, by sharing behind-the-scenes shots, outtakes and other angles.

Finally, Clark rightfully shares some of the offensive comments that Miestowski about her participation in the ad, and says, “If you guys have any hatred or comments that you’re wanting to send our way, put it towards Good Good, put it towards me personally."

Many social media users were unconvinced by Clark's assurance that Good Good has been dedicated to “including women in all of our content and pushing our women’s side of the game in hopes to grow the game of golf - because that is one of our huge, huge goals."

“Mere damage control”

Responses to the “indulgent” apology accused Clark and Good Good of being more concerned about being cancelled, and the financial implications, than about women's right to safety.

The clip was dismissed as “mere damage control” that didn't appreciate the gravity, and remained determined to cancel the brands.

Some viewers suggested that the companies make amends and prove they would put their “money where their mouth is” by way of substantial donations to domestic violence support organizations and the Ladies Professional Golf Association (LPGA). 

But for the moment, the official response does not seem to have helped at all.