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In 2004 Ford created an advertising campaign around the tagline, "What will Phil do next?" It got a lot of play in the media and eventually throughout the golf world when Phil Mickelson would hit a shot only he could see or make a decision bystanders couldn't comprehend or show up at Augusta using two drivers to win the Masters or five wedges in a win at Colonial. His parents, Phil and Mary, had been asking the same question for more than 30 years. Golf fans started asking it nearly 15 years earlier, when he won a PGA Tour event as a college junior. In 1999 people wondered why he'd allow himself to be "distracted" by a beeper he carried through a U.S. Open while counting both strokes in a championship decided on the last hole and the minutes until his first child was born. Five years after "What will Phil do next?" they're still wondering and waiting and watching because it's all been so much fun for them and rewarding for Phil. And because when you really think about it, there's really no one else of whom to ask that question.