Tiger Woods

John Gapper

Opinions vary on whether the new Nike advertisement featuring Tiger Woods is tasteless exploitation of his dead father, Earl Woods, or a masterstroke of counter-intuitive marketing.

Personally, I think the television ad, made by Nike’s long-time agency Wieden + Kennedy, it is a clever piece of emotional brand rebuilding.

The ad, which you can view above, has been produced to coincide with the Masters golf tournament and Woods’ carefully orchestrated return to professional golf following his public humiliation as a result of having affairs with women.

It should thus be taken alongside Woods’ penitent press conference earlier this week in which he said he had been in therapy and was trying to become a better person, and the highly critical comments of Billy Payne, chairman of the Augusta National club where the Masters is played. Read more