Forgiving Tiger, forgiving yourself

There’s some debate in ad circles over whether the new Nike spot, showing Tiger Woods apparently being chastised by his deceased father, is appropriate. We suggest the execution is brilliant — not just for the emotion which stops viewers cold, but for the colder media planning fact that about 41% of U.S. marriages encounter infidelity. In any given year about 10% of married people have sex with someone other than their spouse, and cheating is becoming more popular as Viagra, testosterone and estrogen supplements keep us all feeling fitter longer. The 19th most popular web site among U.S. men 35-54, core to Nike’s golf demo, is Adultfriendfinder.com. Google launched its web browser with a prominent privacy button to make surfing for porn less troublesome. America, you cheat.

Unfaithfulness is a sad and complex part of life, and anyone who knows anyone who has gone down that path realizes that pain, confusion, and redemption, not models or porn stars, are the real new partners. Spot producer Wieden + Kennedy has captured such angst perfectly. Do you like the creative, the disturbing emotion, the use of a dead man’s voice to sell golf equipment, the fact that Nike is softening the market for future, cleaner Woods advertising? It doesn’t matter: Earl Woods’ voice resonates because it’s talking to you.

Footnote: Nike chatter on Twitter shot up to 0.15% of all Tweets when the spot was released Wednesday. That suggests it’s working.

2 thoughts on “Forgiving Tiger, forgiving yourself

  1. Your comment on infidelity is valid but not for Tiger. I use your argument all the time when it comes to Gay Marriage. Since half the country craps on the institution daily how can you tell Gay’s its some holy union under God.

    He wasn’t straying. He should of married a sex freak. Vs Miss Prim and Proper to make his sponsors happy. He was blatantly screwing everything that moved including strippers and porn stars, lying to these women, etc. He even slept with his neighbors 21 year old daughter! And while in private he can be as sick and nasty sexually as he wants (again why marry Elin), don’t get caught if you have an almost Republican Family Values image that you built your whole image on. (sold his soul for $$ I guess?). But Tiger wasn’t a nice guy even before this. He never signed autographs and had goons in the gallery oppressing his fans who take pictures. Plus he got caught cheating a few years back moving a divot and didn’t take accountability (forshadowing!)

    As for the spot if I was Nike I would focus on Tiger = Golf Greatness. Forget his being a human being. He is a golf machine. If you want to be a golf machine like Tiger buy our gear. And that’s it. Of course I have never been a Nike customer or Tiger fan (Lefty is my guy) so the spot isn’t aimed at me.

    BTW Nike did make this a AdLand topic for good or bad. So glad your bringing it up.

  2. Real quick I am far from a prude. I have been to 15 grateful dead shows (yes I am old lol), 2 burningmans, many punk concerts, festivals, and raves (still do). My commenting was on the hypocrisy of selling a clean image while not being clean.

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