PGA Tour CEO responds after Callaway, Good Good Golf apologize for ad in which a man shoves a woman to the ground over a driver

Callaway and Good Good Golf are scrambling to apologize after a joint ad backfired in a major way. The now-deleted ad — which featured a man shoving a woman to the ground over a driver — drew intense criticism for making light of domestic violence.

Good Good Golf originally posted the video Friday. A day later, however, the video was deleted and the company released a statement apologizing for it.

The ad was for a co-branded driver with Callaway. In it, Good Good Golf co-founder Garrett Clark runs over and shoves content creator Alexis Miestowski to the ground before she can touch Clark's driver. Clark then sinisterly utters, "Do not touch my new driver" as Miestowski lays on the ground.

Here's the now-deleted ad in case that description doesn't sound worrisome enough:

Early Tuesday, Callaway responded, putting out a lengthy statement apologizing for the video being approved and released.

In the statement, Callaway clarified that the video was produced by Good Good Golf, but was approved by Callaway before it was posted. "That approval should never have happened," the post stated.

Callaway clarified it is "unequivocally against discrimination, domestic violence, or threatening behavior of any kind." The company also announced it was launching internal and external investigations and said it has already changed its approval process to ensure "this will never happen again."

PGA Tour CEO Brian Rolapp was asked about the video on Tuesday ahead of the Tour Championship. The Tour recently partnered with Good Good, and will host the Good Good Championship in Austin later this fall.

"I think what we saw was concerning, is clearly not aligned with PGA Tour values," Rolapp said. "We take it very seriously. I think their initial response was disappointing. It was a bit defensive and late. "But I think the responses are getting better. I think we've seen some things this morning, we've had some conversations with them, so we'll continue to monitor and work with them going forward. But no, we were disappointed with what we saw."

"I think what we saw was concerning, is clearly not aligned with PGA Tour values," Rolapp said. "We take it very seriously. I think their initial response was disappointing. It was a bit defensive and late.

"But I think the responses are getting better. I think we've seen some things this morning, we've had some conversations with them, so we'll continue to monitor and work with them going forward. But no, we were disappointed with what we saw."

Good Good started as a YouTube channel, but eventually grew into a golf sponsor. The company is the title sponsor of the Good Good Golf Championship, which will take place in November.

As a result of the ad and the backlash that ensued, the Gold Channel announced on Tuesday night that it was postponing the debut of its "Big Break" reboot. One of the show's sponsors, reportedly retailer Golf Galaxy, asked to have its branding removed from the series. The rebood of the series was titled "Big Break x Good Good."