Chado-Design.com

Today Nike premiered a controversial new ad featuring a sad, tired, vunerable looking Tiger Woods and a voice over by Earl Woods, Tiger’s recently deceased father/coach. The 30 second spot was shot in black and white and is airing to kick off Tiger’s return to golf at the Masters. The ad is very dark and besides being shot on location at the Isleworth Country Club course has nothing to do with golf. Earl Woods’s voiceover seems to be asking Tiger to reflect on his recent actions.

“Tiger, I am more prone to be inquisitive, to promote discussion. I want to find out what your thinking was. I want to find out what your feelings are. And did you learn anything.”

I am also inquisitive to what exactly Nike is trying to accomplish with this ad? Was bringing Earl Woods into the commercial the best idea? His recent death could make this ad seem in bad taste along with previous claims that back in his day he had affairs of his own. Does using the voice of his deceased father taken out of context to sell a product cross the line? I understand that they are trying to re-launch the Tiger Woods brand but I expected Nike to steer clear of the entire incident rather than address it head on in the first ad. But maybe this ad is just one small part of an entire campaign aimed at Tiger’s redemption. It will be very interesting to see how the ad is received and what will follow in the re-branding of Tiger Woods.