ADS: Unlike Others, Nike Treats Tiger Woods With Class

by Winston "Stone" Ford

Most of y’all know that I’m hella defensive about the Tiger Woods situation.

What’s done is done. Yeah Tiger effed up, but the lack of respect the man is being shown is downright sad. Michael Vick got more respect for killing dogs. And don’t even get me started about the girls he hooked up with crying on TV for their 15 seconds of fame.

But what’s done is done. Tiger is back on the golf course at the Masters in Augusta where he’s at a respectable 4 under par. But with Tiger back in the limelight for stuff we should care about, the question arose, essentially, how are his advertisers going to re-introduce him into the world?

Even though advertisers like Gatorade and Accenture punked out on my boy, Nike stayed with him. And with the ad below (the voice is of his deceased father), Tiger is re-introduced with class. Check it:

Tiger Woods first Nike Commercial – I am Tiger Woods

  • Lady Glock


    This goes to show you how advertising can be interpreted different ways.

    Personally, I didn’t find this ad classy at all. I found it painful and awkward. Tiger looks like a sad, tired, broken man. His stance in front of the camera, with the extra added flashes, doesn’t strike me as a man confronting anyone, but rather as a man being magnified under a media microscope. Which he was.

    Amazing how simply recontexualizing (my favorite phrase) Earl Woods’ obviously prerecorded words, they take on an entirely different meaning. With the voice over asking if Tiger learned anything, it seems more like his father is scolding him from beyond the grave rather than saying he is proud of him.

    I don’t understand why certain Western cultures are fixated on the infidelities of celebrities, so I appreciate that Nike stuck with Tiger Woods through out this whole thing. However, I feel like this ad is almost Nike saying “We stuck with you…but we’re not that happy with you.”

    Really amazing how one commercial can strike up such different responses…that is the beauty of a good Advertising firm…which I know Nike has.

  • Sonya

    I see it as Tiger being questioned by someone who really mattered to him. The media can make or break a celebrity financially, but your parents can reach you in a way that no one else can. Even thinking about how Jay Leno pulled the “Mom” card out on Kanye, that was the softest spot for him cuz no one was closer to Kanye than his mom. I don’t think Nike was scolding him at all. They just decided, “Hey, let’s have someone who actually cares about Tiger’s well-being talk to him”.

  • Sonya

    One last thing – I didn’t think the video was classy or unclassy, I just thought it was ill :)

  • Emilio

    I agree with you Stone, Nike stands behind their man and that’s class.

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