NewerOlder

Nike: Earl and Tiger

Earl Woods asks his son a few questions before Tiger's return to golf.

57 comments

morse's picture
morse
16547 pencils

Wow! Nice comeback Nike and Tiger!

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Ameya's picture
Ameya
42 pencils

Very good ad.. never before have I seen a more straight-forward and simple execution..

sirvan's picture
sirvan
29870 pencils

Enough with the blogspam

+++

"I love some things, and don't love some other things."

tytpol's picture
tytpol
777 pencils

Just do it.

Reality Check's picture
Reality Check
1874 pencils

Adverts as provocative and moving as this one are a special pleasure.

mikeelrapido's picture
mikeelrapido
1929 pencils

Great - playing on emotions, father and son, Tiger's cold look.. Great ad.

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

hidearshake's picture
hidearshake
132 pencils

Learning for Tiger: Just don’t do it!

danielserrico's picture
danielserrico
21 pencils

That´s funny

Anov Communication's picture
Anov Communication
42 pencils

This one's just magik ! Such a great whole combinaison

Hiperion's picture
Hiperion
3138 pencils

Tiger is a victim of USA´s double standards.
And this is a pathetic demonstration.

ivan's picture
ivan

I would be interested to hear you elaborate on it.

Ivan Raszl, admin of AotW

eyerightcloser's picture
eyerightcloser
106 pencils

An apology to Nike? I like it!

RSimmonds's picture
RSimmonds
68 pencils

Where is there an apology in this...?

eyerightcloser's picture
eyerightcloser
106 pencils

In his face. Don't you pay attention?

Anov Communication's picture
Anov Communication
42 pencils

@Hiperion : In terms of Communication skills ... this Commercial has a huge level !

talkingisfree's picture
talkingisfree
2646 pencils

I like it.
Nike gives trust to their testimonial instead of rejecting him as everybody else.
Thats something that just a big brand can do. Tiger was the proof of Nike performance standards and was delivering Nike values. If after all this Tiger stays great and remains the best, Nike values are going to be comunicated stronger. However, this is fair and honest and I like it.

netei's picture
netei
215 pencils

so cool!

Duckman's picture
Duckman
520 pencils

Clever minds in Nike branch.

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

Enzogol's picture
Enzogol
12 pencils

I understand what is saying Hiperion, and I´m agree with him. Tiger is a victim of USA´s double standards.
But this is not a pathetic demonstration.Tiger have not to give any explanation, that´s why he is in silent. If that is the message, is brilliant.

razorsharp creative's picture
razorsharp creative
186 pencils

Okay. I have to speak up here and ask everyone who gave this a positive rating and/or remarks...what are you praising? If you're praising Nike's decision to take this matter head on and not shy away from the controversy, then maybe I can see your point. But as an "ad", I have to give this a failing grade. I'm not grading this on emotion mind you, I'm grading it on what an ad is supposed to do: market a product. And the problem here is Nike is not marketing Tiger (not directly), they're supposed to be marketing the products Tiger wears and uses. I understand that the idea is for people to admire and like Tiger, to admire his sport's skills and want to emulate him by using the products he endorses...but, when Tiger has been labeled an adulterer and a cheat you're going to have a hard time convincing people to like and admire him.

Now, I suppose this spot is a way for Nike to show Tiger's contrition, but that's not Nike's job. If this were an ad for a therapy business, or a counseling service, or even a public relations firm, I could see the point. But this is supposed to be an ad for a sports apparel and equipment company. Again, I applaud the effort, but this ad doesn't connect with the brand. And all the "Just Do It" puns are sure to follow...not the place a brand wants to be in when attempting damage control. In the "Gatorade" vein of "Be Like Mike", which harnesses the underlying message behind all celebrity endorsements and puts it right out in front, this Nike ad has too conflicting a message for the consumer to wrestle with. Are they saying, "Be Like Tiger" and sulk as your dead father questions your adulterous motives, or "Be Like Tiger" and reflect on what you did using your departed father's wisdom, or is it something else?

I have to repeat again, I'm not judging this on moral grounds, I'm judging and questioning it as a marketing and advertising message. And considering the controversy surrounding the pitchman I don't think this message is either clear enough or relevant enough to the product to give it a positive review.

-Richard Todd Aguayo (razorsharp creative)
http://razorsharpcreative.com

shahidali's picture
shahidali
4069 pencils

I beg to differ. I'll give it negative marks on the moral ground. He's done something wrong and now he is found selling that.
BUT for the brand, it works. Nike is a brand known for its blatent truth, renegade style, and die hard competitive rebound. Remember Nike's copy for olympic "You don't win a silver, you loose a gold". This ad says "Ok. i've done a mistake but i don't care". The spirit of Nike is there. But unfortunately, on moral ground, Tiger shouldn't be selling his lemonade.

shahid

atb2005's picture
atb2005
13567 pencils

@razorsharp creative

Agreed. It's interesting that most of these positive ratings come from people who live outside the US. Today, there's a poll on Abcnews.com asking people what they make of this ad: the majority says "it's creepy" and "it's just an ad". Very few people think it's "brilliant".

I personally think that look on Tiger's face is not just embarrassing but also comical. There's something cheap about this ad; cheap as in not totally sincere. Nike should really stay out of this; making a stylish 30 sec spot won't help revive Tiger's career.

Reality Check's picture
Reality Check
1874 pencils

@ atb2005,

Regarding your comment, "It's interesting that most of these positive ratings come from people who live outside the US."

Just because a comment appears to come from outside the United States doesn't mean the commenter isn't American.

atb2005's picture
atb2005
13567 pencils

You are right, but I don't think that's the case here.

lucdesaulniers's picture
lucdesaulniers
1145 pencils

Nike don't market products for a long time now. They market the brand. Tiger is part of the Nike brand so is the swoosh.

dlue's picture
dlue
342 pencils

yeah really no one's going to read this... what happened to ad creatives being succinct

cheers,
dlue

ben3308's picture
ben3308
2 pencils

Nike isn't selling products with Tiger, they're selling their brand. Non-product advertising is 90% of what Nike does when it gets its hands on airtime, and that makes it more potent and more effective. It sticks with us.

You don't need Jordans because they're new and ergonomic, you need them because Jordan himself is inspiring - Nike continues to make these subtle connections that professional sports aren't just sports, but deep, important parts of the lives of many. Tiger's commercial is apt by virtue of how simple it is - here we have a man who life was split in two by relationships, something that deeply affected his professional career. However, to most athletes, notably Tiger, the sport is a lot of the reason he lives the way he does: it's a deep, emotional part of his life. His discipline is through golf. He was 2 when he started. That, in many ways, is his life. And here, this other part of his life comes and damages his other part of life. It's tough to reconcile two livelihoods - professional and romantic - but even more so for athletes, given their profession is competitive, invigorating, and, in many ways, the source of their opportunity in life.

Nike isn't advertising a product. They're advertising themselves through Tiger. They want us to know that he's learned something. There is pain, there is regret, there is a sober resignation behind those eyes. And maybe he's fallible. Maybe he messed up. But golf is still a large part of his life. It's important, to him and to Nike. And Nike is here to communicate, with concision, that Tiger's return doesn't mean he's neglected other things. Just that he's on the road to recovery.

You advertise the man. The myth. The brand. You inspire people. People and emotions in brands are much more powerful than material products.

Spoonfeederxxx's picture
Spoonfeederxxx
641 pencils

Dude...

The point is this guy is being exploited via a brand that achieves a lot through him, including mass sales...

You are quite right that they want people to see how fallible he is, but at the end of the day they are using him to promote their brand...

That is evil, that is something Satan would do...

And what did Tiger go and do?

He signed his immortal soul over when he made this advert, which makes him an even lower low life than what he was when he just F$%cked around...

As far as I'm concerned Nike should be sued for selling the disrepute of one individual to make money...

Shame on you Nike and shame on you Tiger...

shahidali's picture
shahidali
4069 pencils

Motto: if life gives you lemon, make lemonade!
Well, works for the brand nike and for all that the brand stands for.

shahid

Adaddicted's picture
Adaddicted
3435 pencils

What alex_bick....???!!! what do you mean by your 'nice' here - on this toothless tiger??!! ;-))

withalltherespects

sirvan's picture
sirvan
29870 pencils

Hmmm. I'm conflicted. It seems very opportunistic and exploitative. But, it's really a mea culpa... which is bold. It's also done very "honestly".

I think the reaction will be polarized. Seems like it already is. Which is ultimately good for Nike, but bad for Tiger.

+++

"I love some things, and don't love some other things."

Carlos Garcia's picture
Carlos Garcia
847 pencils

I must agree. Either this is a good ad for Nike or it's a good ad for Tiger. But it can't be good for both.

CG

ReDorkulator's picture
ReDorkulator
58 pencils

This is bad-ass. Nike, kudos for not shying away from controversy. Let's face it, what anybody does in their personal life should not be a measure for their professional life. Unfortunately, in the world we live in, the gawkers and rubberneckers rule. So Nike faces it head on. Good on ya. This spot, specifically, may not sell too much golf attire, but it makes Tiger a powerful spokes-person and icon for Nike for some time to come.

LeeHarvey's picture
LeeHarvey
3045 pencils

This ad is fantastic, both for Tiger and Nike, and they will both profit. Tiger will not earn a penny less after all this fuzz and Nike will be appreciated by many for doing this nice and sober ad. A nine star for me and yes, I'm from Texas.

whatthefudge's picture
whatthefudge
1268 pencils

What if it was Tiger's mother who spoke instead? "Shaaaaaaame on you, Tiger! You've been a bad, bad boy...".

Phil Lestino's picture
Phil Lestino
1680 pencils

If I was his father I would give him a jolly good telling off and ground him for good. And I would wipe that stupid look off his face with a sound thrashing....
Then I would break all his golf clubs and tell him to get a proper job....

niko's picture
niko
4 pencils

Why is this good? Because WK did it?
Am i missing the idea? or maybe there just isn't one?

jkdavisspeaks's picture
jkdavisspeaks
3 pencils

This is PR for Tiger, not advertising for Nike. Given what they've invested in him as a spokesperson, Nike has an interest in rehabilitating his image. But even as PR, this is creepy. Are we to conclude that Tiger's dead father would have forgiven him, so we should too? Or that Tiger's behavior is a family matter best discussed between dead father and son? Or, I get it! It's Tiger imagining what his Dad would have said, and he's feeling really remorseful. Poor Tiger. What about the irony here? Does anyone believe Tiger has "promoted discussion" about his behavior? Well, he's certainly promoted discussion about this ad. I'll give Nike one thing--it's sure entertaining to ponder what Nike was thinking.

RSimmonds's picture
RSimmonds
68 pencils

"This is PR for Tiger, not advertising for Nike." -- Bingo...

lucdesaulniers's picture
lucdesaulniers
1145 pencils

Some are shocked by this ad. Personally I think it is genius.

dlue's picture
dlue
342 pencils

#nike #tiger commercial; so he's saying his thought process was "just do it" right? lol but all in all nice show of fidelity from nike

cheers,
dlue

dlue's picture
dlue
342 pencils

by the way this place should have hash tags so when someone says something has been done its helluva easy to find it

cheers,
dlue

kingzeus's picture
kingzeus
260 pencils

i like it...i think whatever Tiger did in the past has nothing to do with this ad. His bad past is his personal life, not his professional career. As an ad this is very emotional...a good ad for me :)

"you are valued for your value so be valuable..."

mike11's picture
mike11
279 pencils

If whatever he did in his personal life has nothing to do with his professional career or this ad, then why shoot this ad (which is totally about his personal life) in order to further his career?

whatthe's picture
whatthe
21 pencils

I like how honest this ad is, unlike tiger...

mike11's picture
mike11
279 pencils

To everyone who's calling this ad "brilliant," check this link out:

http://www.popeater.com/2010/04/08/tiger-woods-nike-commercial-parodies

Having an ad go viral is not always a good thing. This one is going viral for all the wrong reasons. Because it's laughably ridiculous.

wawa0707's picture
wawa0707
26 pencils

I watched it 3 times, and each time I feel a different level of emotion. Confused, surprised, and then moved. It was not the emotions coming out from Tiger that's moving me... it is the reflection about human nature and flaws that's brilliant. Earl is not only talking to Tiger, the conversation is shared with all of us.

I was surprised to see a few that think this ad is not fulfilling what ads do - to market and sell sport products. Maybe if we can think about "what does the audience feel about NIKE, after watching this video" we can find a bit more truth in it.

The greatest two messages one could get out of this ad (no matter this is featuring Mr. Tiger Woods or not):

1. To err is human.
Tiger is a human being, just like all of us. We make mistakes, sometimes in a bigger scale sometimes in a even more idiotic level. We all deal with the consequences.

2. Do you believe in second chance?
In Tiger's case, we don't know if he has a second chance. But what about us? We are all prisoners of the moment, do we deserve a second chance.

Nobody is perfect, and there's always something we can learn from our mistakes. Now we know even when we make a mistake and everyone else turns their back on us, Nike is a brand that will be there for us. This ad has touched a whole new psychological zone that Nike rarely touched before.

It takes a lot of effort and courage to admitting a mistake and to start fixing it. "just do it."

The brand definitely will continue to sell shoes.

Reality Check's picture
Reality Check
1874 pencils

@ wawa0707,

Bravo.

atb2005's picture
atb2005
13567 pencils

The only message one should get out of this ad (I'm not sure if this has already been reported on here) is that the ad is a total lie, a fabrication. It turns out that the audio used here was taken from a 2004 interview of Earl Woods during which he was talking about his wife Kultida, not Tiger. He was describing his personality in comparison to Kultida's. So his words have been taken out of context and plugged into this spot to paint a pseudo remorseful picture of Tiger Woods.

tytpol's picture
tytpol
777 pencils

Good feedback. That's always good.

boris70's picture
boris70
30 pencils

It´s just a golfer who cheated on his wife hahahahaha. The commercial is weird and spooky. This guy could do somenthing really really bad next time and just because we´re dumb and idolatrize a golfer (a golfer, for the love of god), we would forget about it. This guy is a peace of garbage that plays good golf. Don't go any furhter.

Spoonfeederxxx's picture
Spoonfeederxxx
641 pencils

This advert has nothing to do with Nike apparel or how it makes you a better sportsman.

This ad is to revive their biggest seller who happens to be an adulterer of note...

I actually want to say shame on Nike for doing this ad, because you have to ask why did they do it?

Is it because they need him to sell more products so they are attempting to revive his wailing career or do they want to sincerely help him?

No business is a charity so that makes me think it is not the latter...

Therefore, that makes Tiger a Nike brand whore, because he is using his controversial private life to sell products...

the fact that the Nike swish is there says volumes...

I mean, he is a whore already, why not make him a brand one too...

Shame on you Tiger and an even bigger shame on Nike for exploiting his woes...

American capitalism makes me sick because it makes people sell their souls to the devil...

limb's picture
limb
16 pencils

I agree, check out this version.

http://www.youtube.com/watch?v=evvMElbG_n4

limb's picture
limb
16 pencils

MUST WATCH THIS VERSION OF THE COMMERCIAL, SO MUCH MORE ENTERTAINING!!!!

http://www.youtube.com/watch?v=evvMElbG_n4

Log in or register to post comments