Tiger’s new Nike spot: Effective marketing?

Everybody had a reaction last week to the new Nike spot in which Tiger Woods’s father’s voice was used in an attention-getting way. RetailWire panelists were no exception:

My own reaction to this ad is equally mixed. On the surface, it’s deeply uncomfortable to watch — and to realize that Tiger’s late father is acting as the “still, small voice” of conscience. It’s also disconcerting to think that Nike and Tiger are using the power of marketing to salvage their brand images in such a blatant way.

But it’s hard to beat the spot as an arresting, forthright way to deal with the “noise” of the past four months. And it’s certainly more appropriate than running a “business as usual” spot pitching the swoosh or Tiger’s branded apparel and equipment.

P.S. Notwithstanding Tiger’s good performance at the Masters, he still has something to learn, based on his on-course outbursts and rather classless interview after the tournament.


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