• by Larissa Faw , March 15, 2016

Just in time for golf season, Golf Pride, Eaton's Golf Grip Division, and its agency Ames Scullin O'Haire (ASO) are launching a new campaign to support its MCC Plus4 Grip.

The new TV work will appear on The Golf Channel; print will appear in Golf Digest and digitally in Golfdigest.com, PGATour.com, Golf DigeSTIX and GolfWorld e-magazine. ASO handles the media planning and buying.

The TV spot can be seen here.

In a departure from past ads, motion-controlled cameras were used to film the product in the spot. In the past, filming the live action portions of the spots was tricky since the spots come to life in post-production with CGI elements added.

"The challenge was taking the imperfections of human controlled camera shots and steadying them for the addition of graphics,” said Patrick Scullin, managing partner-creative, ASO. "This year, the technology of motion controlled cameras made the finished film much smoother and easier for the post addition of CGI.”

Looking forward, the campaign will continue to introduce more creative throughout the spring.