Callaway Golf is set to unleash its product line for 2012 in dramatic fashion on the Las Vegas Strip.

Dubbed the Epic Demo Campaign, Callaway will illustrate the company’s new mantra for 2012: “Serious Performance. Serious Fun.”

Highlights of the campaign will include Alvaro Quiros and JB Holmes driving balls 325 yards over the fountains of the Bellagio and Phil Mickelson hitting balls to a flame-encircled island green at the Mirage.

The campaign, the brainchild of newly appointed Callaway brand creative director Justin Timberlake, will be directed by grammy-winner Joseph Khan, who has shot music videos for U2, Eminem and Katy Perry.

Phil Mickelson said: “I like this out-of-the-box thinking. It has the “wow” factor and it shows how excited Callaway is about its products. And instead of just telling you how great the products are, we show you in unique ways.”