Tiger Woods Nike Commercial Offers Forgiveness in the Sign of the Swoosh
Katie Cordrey — April 10, 2010 — Marketing
References: boston & greenwichtime
The latest Tiger Woods Nike commercial is getting a lot of negative reviews. In the redemptive ad, the golf star is wearing a dark shirt and cap, each with a white swoosh; he solemnly stares into the camera while his father’s voice plays from beyond the grave. According to Greenwich Time, an online poll reported that the number of people who gave Beaverton, Oregon-based Nike favorable marks before seeing the 30-second commercial was reduced after seeing it. While the ad may be too intimate, and the voice from beyond too eerie for some, I think it is brilliant.
Nike is a company that has built its reputation, and its bankroll, on encouraging those with goals to keep trying no matter how many times they fail. With Woods’ colossal moral failings fresh in the public mind, I don’t think the company could have done a better spot than this Tiger Woods Nike commercial.
Nike is a company that has built its reputation, and its bankroll, on encouraging those with goals to keep trying no matter how many times they fail. With Woods’ colossal moral failings fresh in the public mind, I don’t think the company could have done a better spot than this Tiger Woods Nike commercial.
Trend Themes
1. Redemptive Athlete Ads - Opportunity for brands to use athlete endorsements as a means of redemption and forgiveness.
2. Intimate and Emotional Ads - Creating emotionally powerful advertisements that resonate with consumers, even if they polarize public opinion.
3. Using Deceased Loved Ones in Ads - Exploring the boundaries of advertising by incorporating the voices or images of deceased loved ones to create a deeper emotional connection with viewers.
Industry Implications
1. Sportswear - Sports apparel companies can leverage the power of athlete endorsements and redemption narratives to appeal to consumers.
2. Advertising - Advertising agencies can create compelling and controversial commercials that elicit strong emotional responses from viewers.
3. Branding and Marketing - Brands and marketers can utilize emotionally charged ads to generate brand loyalty and establish a deeper connection with consumers.
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