A Very Sad Tiger
A lot of people seem to think the latest Nike spot, effectively marking Wood’s return to Golf and the brand, is some kind of bold and daring piece. I have to disagree with these people. If you haven’t seen it, take a watch: While it has all the affectations of a serious and daring spot - the formal framing, the back & white, the stern narration - I find it devoid of any seriousness at all. It is in fact, possibly the safest, and ultimately most insulting, route Nike could have taken. What I’m presented with is this sad sack, hunched over Tiger Woods, pleading for my forgiveness like I’m his wife. Only, it’s not him asking for forgiveness, it’s HIS DAD. That’s right, you made his dad do the dirty work, all the while asking literally nothing of Tiger: - Tiger, tell me about YOUR thoughts? - Tiger, how are YOU feeling? Is everything okay big guy? You doin’ alright? You need a soda? In my mind, there are really only two legitimate tracks here: 1) What ever Tiger did in his personal life is morally reprehensible, but Nike is all about golf, so lets get it on! 2) What ever Tiger did in his personal life is morally reprehensible, this matters to Nike, so lets address it honestly. Of course I apparently forgot about secret option 3 What ever Tiger did in his personal life is morally reprehensible, we know it, you know it, we know you know it, but instead of addressing it directly or saying nothing, either of which WOULD ACTUALLY BE DARING, we’re going to attempt to LOOK like we’re addressing it, all the while trying to reposition Tiger as a pitiful victim man-child being defended by his DEAD DAD. You can’t be mad at that guy. Right? Look, I’m not naive, Nike has a golden calf that can’t keep it’s pants on. They can’t toss him overboard. But they also can’t tie themselves too close to him in case this goes further south. So they did what they had to do. I get it. But lets call a spade a spade. All moral outrage aside, looking at this from a purely strategic point of view, this wasn’t daring, edgy or powerful. It was the safest thing they possibly could have done. Update Buzzfeed seems to agree White and Wong think it’s alright These guys liked it a lot
