Wilson Sporting Goods ran a series of ads to capitalize on a benefit their competitors did not. An exclusive proprietary technology named Insta-Grip. It is a dry palm tack material that is tacky to the touch but doesn't leave behind residue.
The strategy - introduce this new technology and use the heritage and branding of the Wilson name to help leverage the branding effort.
The tone is humorous and plays out the consequence when not wearing Insta-Grip gloves. The tagline re-enforces that message clearly.