Wednesday, April 7, 2010

Nike to air new Tiger Woods commercial as advertisers begin returning

As Tiger Woods has come back to the PGA at the Masters, so, it seems, have advertisers come back to Tiger Woods. Nike is set to air a TV ad on Wednesday featuring Tiger Woods and the voice of his late father, Earl.

The new television commercial will air on ESPN and the Golf Channel on Wednesday night and Thursday. The black-and-white ad is more about Tiger's affairs then his return to golf (or about Nike shoes), as they feature Earl Woods' voice asking Tiger about responsibility, as Tiger stands looking somber.
"I want to find out what your thinking was; I want to find out what your feelings are. Did you learn anything?"
Watch the ad below. What do you readers think? Was this simply spin doctoring?

79 comments:

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Public relation will save his day :(

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Dan O'Day said...

An ingenious approach to "rehabilitating" Tiger's image.

One of the real secrets of successful advertising is saying — or in some way addressing — what the targeted consumer is thinking.

Love it or hate it, this particular commercial "gets" it.

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The commercial is set to air as Woods is making his much-anticipated return to the Masters, more than four months after a car accident triggered a series of revelations about his infidelities...

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All the positive marketing of Mr Woods will never change what he is. He is too young to have an epiphany; he is ashamed because of the media scrutiny, not by his actions. He might be sex crazed, lonely or just a wild soul. I personally see only one morally questionable action that he has done--break a vow.

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