I wanna take this new Nike commercial with Tiger Woods at face value. Basically, it’s Tiger staring at the camera as the voice of his late dad plays in the background. Obviously, the things Earl Woods is saying can be applied to Tiger’s recent troubles, although Earl passed away before all of this happens. It’s a pretty powerful piece, although I don’t know that the ad would suddenly make me wanna run out and buy Nike gear (if I wasn’t already a fan of Nike). Then again, I don’t know that ads featuring celebrities do anything for me at all as far as brand loyalty goes. I like what I like. But that’s another story for another article.
I don’t know-I guess I just wonder if Tiger’s really sorry. I mean, putting yourself on blast publicly like this does wonders from an image standpoint. I give him props for manning up and essentially saying “I was wrong. Sorry for disappointing you”. But there’s a difference between being apologetic and being remorseful, and I’m not sure I totally buy that he’s sorry for anything other than putting his millions in jeopardy.
Good Lord, I’m such a cynic.
http://www.youtube.com/watch?v=sIYejgkqd0o
11 comments
GG says:
Apr 8, 2010
So you think the goal of the add was for Tiger to show remorse? Hmmm. I didn’t see it that way. I thought it was a way for Nike to show that they’re not running away from him, and they’re not running away from the issue. They have his back.
The problem I have with this entire thing is that we expect Tiger to have the same morals as us, and it’s just not the case. Everyone is different. If he wasn’t a star athlete, he’d probably be cheating on his girl anyway. And if you’ve cheated on your mate once and chastise Tiger for doing the same, it’s probably hypocritical.
neodrew says:
Apr 8, 2010
I have to wonder how this ad would play if Tiger’s infidelities weren’t publicly known, or if they had never occurred. Taken completely at face value, it’s an intriguing piece
GG says:
Apr 8, 2010
It’s not dissimilar from other commercials, so it’d probably play a little more dramatic than the other ones, but we’d see it as perseverance probably.
blerdwords says:
Apr 8, 2010
I’m trying to say that I’m not totally sure *what” the goal of the ad was. From my vantage point, I think it was meant to come across as some sort of apology using the “I wasn’t thinking” excuse. That’s how it played to me. I don’t think the ad (at least as it plays to the viewing audience) really has anything to do with Nike.
I don’t have a moral issue with Tiger at all. I actually don’t blame or fault him for doing what he did. It would take a strong man to be so rich and powerful and be able to resist having legions of attractive women throwing themselves at you. So, I guess the ultimate question is…is Tiger trying to put this commercial across as an apology? And if so, is he REALLY sorry? If the ad is to serve as an apology, I don’t really believe that he’s sorry for doing what he did. He’s just sorry he got busted.
GG says:
Apr 8, 2010
To me, it’s Nike’s way of telling corporate America that they’re not turning their back on him, their number one client. It’s their way of having his back, not turning away from the issue, and doing it in their awkwardly artistic way.
In no way do I think this is an apology. He did all that stuff already in the interview and press conference. This is Nike’s way of saying that they’ve acknowledged it and let’s move on.
blerdwords says:
Apr 8, 2010
I disagree. If Nike was trying to say “let’s move on”, then the issue wouldn’t have been addressed (however obliquely) in the ad itself.
GG says:
Apr 8, 2010
How were they going to address the issue then, if not in an ad? You expected Phil Knight to have his own press conference?
They HAD to address it, however they wanted to. They chose to do it creatively.
Look at all the companies who dropped him. They were the major company not to. This is their statement that says, fuck everyone else, this is our guy.
I don’t necessarily think it was good for Tiger, because he’s done enough apologizing, but oh well, it wasn’t as much about him as it was about them.
blerdwords says:
Apr 8, 2010
You have your opinion and I have mine. They didn’t have to address it, and I’m sure that if Tiger had said “I’m done apologizing, let’s just either wait to do another ad or proceed with business as usual”, Nike would have done so. I don’t think the ad was about Nike making a statement. I think it was about Tiger wanting to make one final mea culpa.
GG says:
Apr 8, 2010
I’m not trying to get you to sway over on my side.
He’s rebuilding his image. But there is no apology within the commercial. If he said, “I’m Tiger Woods, and I’m sorry,” and left it at that, you’d be dead on right.
There’s an acknowledgment that something is or was wrong, like a father admonishing his child, but where in that entire thing do you even see a hint of an apology?
blerdwords says:
Apr 9, 2010
That’s the thing. There’s an acknowledgment. The issue is brought up, and the way it’s brought up would suggest that there’s some remorse involved. It’s not just that the issue is addressed. The things Earl says reads to me like he’s chastising his son for not thinking properly. No, not an out-an-out apology, but definitely an acknowledgment that something was done that he feels badly about.
GG says:
Apr 9, 2010
For whatever reason, I can’t reply to your last comment. But I agree with that. It’s a subtle attempt to at least acknowledge the issue. Earl isn’t chastising him as much as allowing him to fail and be human.
The kids and I are going to make our own killer video based around this.