Lucas Walker

Did you get a good look at that? I mean a really good look, take a minute to re-watch a couple of times in 1080p full screen.

What is the message that Nike is trying to convey with this spot? Nike, is true to their word, unlike other sponsors including Accenture, Gillette, and AT&T that said they would stay faithful to Woods and then abandoned ship. Nike isn’t happy that Tiger went around sleeping with a bunch of women other than his wife, but in the end, they stood by Tiger, however they want him to face the music. Or perhaps the message is “Tiger, we aren’t mad, we are just Disappointed” 

The reason that Nike decided to stand by Tiger is interesting, it could be because they had a contract, and Nike decided to honour it. Perhaps it’s because they didn’t want the image that they would abandon Tiger, or because they were in hot water themselves with accusations of using child labourers. Whatever the reason, this new spot is generating a lot of conversation around the water cooler, Twitter, and blogosphere.

Everything in this advertisement has been very purposefully calculated, the timing of the blinks, the way the camera moves, Tiger’s late father Earl questioning him, how one part of Tiger’s Collar is a little more centered than the other. It has been very calculated, and executed in a way that makes you stop and think. It’s everything from thought provoking, to creepy, to moving.