Oh I agree, I am not saying it would have changed the outcome, but in marketing it's all about perception and selling an idea.
You can't say he would have made it with a different club but you can make the consumer ask the question.
think about the Axe body spray commercials. They imply that the dude gets all the girls when he puts the spray on, but they never say "risk spray will make you get girls".
i envision an add campaign like this.....footage of player X missing a putt. A famous putt that everyone would know. Maybe have him talking at the press conference afterwards saying he pushed it or left it out over the hole. After he misses the putt, he looks down at he club and realizes he is using a different putter........then he wakes up from a dream sequence and grabs his bag to check and then finds comfort in our putter being the one in his bag.
I don't want to claim anyone would or would not have made a certain putt, but i would love to make the consumer ask the question if it could have been different.