I don't know about you but after watching the ad a number of times over the last few days I just don't get the strategy behind the new Tiger Woods Ad for Nike.
I have serious issues with it. I think it is in poor taste to use his late fathers voice and comments as part of a campaign that is clearly about rebuilding Tigers image and personal credibility with the fan and customer base. Especially considering the circumstances and that his father was long dead prior to the news of his affairs came out.
Tiger must have agreed to the advert and to have this released just as he was returning to competitive golf reeks of insincerity and a totally orchestrated campaign.
Why did he agree to it? I suppose that is one of the things that bugs me the most as like most golf fans I have always put Tiger on a pedestal as a golfing great. Yes his personal image has taken a bashing but I didn't really care about his off course activities as they were his own business and made public by those wanting to profit from the circumstances. I was actually looking forward to his return and following his progress at the masters but now rather than hoping for a magical comeback I just don't care. For me the advert has given more credibility to the mistresses and critics who have been slamming Tigers morals and ethics. By choosing to do something in such poor taste his own personal brand surely must suffer further with the publics opinion of his ethics.
Try not to vomit at the staging and unashamed insincerity!
Am I being a little naive?
Yes I know Tigers discretions have been huge news and the huge profits for companies & masses employed purely by the huge revenue he generates requires some form of orchestrated comeback but come on! You don't go capitalizing on dead family members credibility and no matter what the context the comments were originally made in it is just bad taste and a little bit sick to go down that path!
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