I am sure by now most of us have seen the new Nike commercial with Tiger Woods – 30 seconds of Tiger looking somewhat contrite into the camera while his deceased father’s words pipe down from somewhere – heaven?
Earl’s voice reassuringly speaks to his son; “I want to find out what your thinking was….. I want to find out what your feelings are and did you learn anything”
I don’t know about everyone else but I keep waiting for Tiger to respond – “Yeah, I learned it sucks to get caught!”
Aside from being tacky, I don’t believe the message – it’s not authentic. Is this what big bucks with Wieden + Kennedy buys you? Are they really trying to re-brand Tiger as someone who is sorry for being a philanderer and that somehow has “learned his lesson” and won’t do it again? Please, do we look that stupid?
I have written about Tiger before – back in December when he posted his “I want privacy” plea on his website. My contention then was that he would need to re-brand but that he didn’t get to do it in private. I still believe Tiger needs re-branding. But in my humble opinion he needs a NEW brand – I don’t want to be asked to believe that a double-digit mistress count was a tiny life hiccup and that he is restored to his family-man golf-deity status.
So, I can trash the new Nike creative ‘til the cows come home but what good is that if I don’t offer up a solution? What brand would we believe? I hearken back to a much more believable Nike re-branding of Charles Barkley, “I am not a role model”. In thirty odd seconds Charles reminds us that he is paid to ‘wreak havoc’ on the basketball court NOT to raise our children. I respect that brand– it’s authentic, sustainable and powerful. Nicely done, W+K.
And, while Nike hasn’t come knocking on my door for creative in the Tiger Woods’ re-branding mission, I will kindly offer up my idea, gratis: Tiger = golf and Nike sells golf balls, right? So, why not take a fun ‘in your face, Tiger accepts who he is and many wish they could have the talent, fame, money and let’s face it, women he had’ approach.
I suggest to you and Nike, the following:
Maybe this is EXACTLY what keeps Nike from calling, who knows? At least I get to share my absurd, ballsy thoughts in my MarketingSmack. More Smack can be found on www.marketingsmack.wordpress.com or visit us at www.summitstrategypartners.com.
Note: This ad creation is a Jack Perez only special – neither approval nor endorsement was received from either Tiger Woods or Nike.