Tiger's new Nike commercial

Nike = Genius. Tiger = Idiot.

By now I’m sure everyone has seen or at least heard about Nike’s new commercial. And I’m sure everyone has an opinion on it. Tiger aimlessly staring back at you while a voice-over, from his late father Earl, is heard in the background, has to make you think. I know it made me think.

I wanted to dislike the commercial, I wanted to dislike Tiger... but after thinking about it, I can only accomplish one of these. I love Nike’s commercial. I dislike Tiger. Are you lost? Does that make sense? Of course it does and here are a few reasons why:

1 reason why I love Nike’s commercial

This commercial generates great PR attention

Nike is the only major sponsor that didn’t drop Tiger after the sex scandals were exposed in November. So obviously, it’s in their best interest to rebuild his identity and brand. But with a commercial like this, they are doing more than just rebuild his brand. They are showing that they care about more than just products; Tiger’s actions affected people and Nike wants to help him starting earning back respect and trust. Essentially, this commercial is allowing Nike to be more than just a brand. It shows that they have a face and personality; good for any company.

Obviously it’s a marketing campaign, and Nike really only cares about selling more products; this commercial allows that to happen.

The media coverage and the buzz created by the commercial is astounding; a great success for Nike.

3 Reasons why I dislike Tiger Woods

Tiger desperately wants to rebuild his image. Doing a commercial like this, doesn’t help.

1. He’s not ethical

With this context, having your late father front and centre in a commercial is not ethical. Simply put, Tiger is exploiting his father for the benefit of his brand (Tiger and Nike). How is this remotely sensible?! Earl’s speech was not intended for this purpose. It has been cut and pasted into this commercial; taken out of context. How can we even know what Earl would say about Tiger’s transgressions? We can’t and therefore, shouldn’t be assuming that he would have these words to say to Tiger in such context. Earl’s speech is being commercialized in an attempt to sell more Nike products and restore Tiger’s image. Tiger had to ‘okay’ this commercial before it was produced and distributed and for that, this move is problematic.

2. Disgrace to his family and mother

Hasn’t Tiger done enough to disgrace his loved ones? Yes, he has, with about 20 women. This ad is completely commercializing Tiger’s transgressions. What did Tiger say to get permission to do this, or did he get permission? “Uh, Elin and mom, I’m going to make a Nike commercial that brushes over all of the damage I’ve done.” A commercial isn’t the proper context to talk about things you regret, especially when the sole purpose of an ad like this is to restore a brand and sell products.

Also, not to speak ill of the dead, but Earl can’t really offer a valid opinion in this matter; he cheated on Tiger’s mom as well. So not only is Tiger and Nike exploiting the situation, but they’re also commercializing the transgressions in attempt to sell more products and make Tiger likable again. What is Elin saying about this?! “Thanks for hurting me Tiger, and thanks for making an ad that exploits our family’s shared bitter past,” is probably what she’s thinking.

3. Stop being a brand



Honestly Tiger, do you ever stop ‘working’? Again, the sole intent of this commercial is to restore his identity and promote Nike. Sometimes you just have to man-up and take the loss. And while you’re still in hot water with those who trusted you (family, fans, kids), you shouldn’t be trying to re-brand yourself. Stop being a brand and move on Tiger.

He screwed up, we get that. Right now he should be transparent and sorry. We know he’s sorry, but making a commercial like this, so close to being exposed, shows that he really only cares about money and the brand. Not everything is about money and sponsorship; it’s time to put money aside and focus on restoring trust the right way.

But this is just my opinion, what do you think?