• by Larissa Faw , March 27, 2015

Last year, Ames Scullin O’Haire (ASO) introduced the "Hands" campaign for Golf Pride, maker of golf handles, after landing the Eaton Golf Division account earlier in 2014. 

Now, Golf Pride and ASO are introducing a new evolution of the Hands campaign to support several new grip products launching in time for golf season.

The first TV spot introduces the brand's New Decade Multicompound MCC Plus4 Grip, a hybrid grip that features a larger lower hand and new softer rubber material. The :30 spot can be seen here. 

The second commercial features the CP2 Pro Grip, which is positioned as the softest performance grip Golf Pride has ever made. The :30 spot can be seen here. Both ads are supported with print and digital initiatives.

“Everything Golf Pride does is about serving a golfer’s hands, making them feel comfortable and giving them confidence," says ASO Managing Partner-Creative, Patrick Scullin. "We’re continuing this successful campaign with our rally cry, ‘Grip confidence. Grip Golf Pride."

Golf Pride spent $2.448 million on advertising in 2014, up from $2.063 million in 2013, according to Kantar Media.

Founded in 1997, Atlanta-based agency's roster of clients include Mitsubishi Electric, Georgia Aquarium, The Coca-Cola Company (Seagram’s Soft Drinks and Mello Yello), Sea Palms Resort and Anthony.