The self imposed exile of Tiger Woods from gold ended last Thursday with his return to the Masters. His press conference on Monday has been long overdue and started the road forward for Tiger Woods. In the world of sponsorships he was the billion dollar man, the basis of Nike golf’s fortunes, and they reintroduced him to the world with this commercial found below. It features the voice of his father Earl Woods asking a few questions as Tiger returns to golf, that are yet to be answered.
What is different today that will bring Tiger back from the brink of commercial suicide? He will never be the golden boy with the spotless image again, but the ad is meant to be the first step down from the ledge for the man and the brands he represents. The ad is supposed to be polarizing, how can it not be after all that has been revealed about Tiger and his secret life. It was well done, if a bit creepy, and that was probably the point. The ad did its job of getting people talking, of making them stand up and take notice of what will happen next with Tiger Woods.
When he starts winning again, will this be forgotten? No, but there is no better story than a comeback, even if he will never fully escape the rumours that follow in the scandal’s wake. I commend Nike for taking this bold step in Tiger’s rehabilitation.
It is one thing to return in the protected grasses of Augusta and an entirely different thing to come back to rest of the PGA tour. This will take time but at least they have gotten started, Tiger is still the best golfer in the world, now he just has to make sure that his change in attitude sticks. What did you think of the ad and what should they do now that Tiger is back in the game?
April 12th, 2010 → 9:34 am @ Eric Floresca
0