ASO Advertising Breaks New Golf Pride Work


Golf Pride®, Eaton’s Golf Grip Division, Southern Pines, N.C., recently broke its 2017 broadcast, print and digital campaign created by ASO Advertising. Billings for the integrated marketing campaign were not disclosed.

A new television and digital commercial introduce ALIGN Technology, which features a textured raised reminder that allows consistent hand placement and heightened clubface awareness throughout the swing, while promoting a square clubface at both address and impact. ALIGN Technology is available on Golf Pride’s flagship MCC Family, the #1 hybrid grip on Tour, featuring high-performance rubber in the lower hand for enhanced feel, coupled with cord technology in the upper hand for all-weather stability.

The MCC ALIGN Grip :30 spot can be seen here:

“Our spot is based on the analogy that other types of sports equipment have guides,” said ASO Partner, Creative Director, Ryan Mikesell. “ALIGN Technology is the first innovation in the grip category promoting consistent hand placement for consistent results. The new work continues the successful campaign tagline, ‘Grip confidence. Grip Golf Pride.™’

“This is the fourth year of our popular ‘Hands’ campaign,” said ASO Managing Partner-Creative, Patrick Scullin. “The work demonstrates that everything Golf Pride does is about serving a golfer’s hands–– making them feel comfortable and giving them confidence. And ALIGN Technology is the ultimate confidence booster.”

Golf Pride’s Global Sales & Marketing Director, Brandon Sowell said, “ALIGN Technology continues Golf Pride’s legacy of product innovation. In consumer testing, it was an instant hit. We look forward to bringing more consistency to more golfers.”

Jonathan Neal, Golf Pride’s Global Marketing Manager, added, “We feel fortunate and are proud that 80% of Tour Players use Golf Pride Grips because of their proven performance. We believe this new work showcases the technologies we use to ensure top performance and give confidence to the world’s best golfers, and golfers of all levels.”

The new TV work will appear on The Golf Channel; print will appear in Golf Digest and digitally on,, Hacker’s Paradise, and Golf WRX. ASO handles the media planning and buying.

Golf Pride Television Production Credits:

  • Advertising Agency: ASO Advertising, Atlanta, USA
  • Agency website:
  • Exec. Creative Director/Writer: Patrick Scullin
  • Creative Director/Art Director: Ryan Mikesell
  • Broadcast Producer: Heather Haley
  • Account Director: Maureen Dabrowa
  • Director: Gary Breslin, Office of Development & Design (ODD), NYC
  • Head of Production: Matthew Turke
  • Producer: Andy Coverdale
  • Music: Asche & Spencer, Minneapolis
  • Audio Mix: Crawford, Atlanta
  • Audio Engineer & Sound Designer: Greg Crawford
  • Editor/Colorist/Finishing House: ODD

ASO Advertising - Founded in 1997, ASO Advertising is an independent agency based in Atlanta, offering creative, media, public relations, social and digital services. Clients include Georgia Aquarium, Golf Pride Golf Grips, The Coca-Cola Company, Valor Hospitality, The Georgia Center for Nonprofits, and Anthony. For more information, visit our website here.

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