Saturday, April 10, 2010
Tiger Woods Ad
Here is the new Tiger Woods advertisement for Nike with a recording used from his late father Earl. One quote underneath the video on Youtube stated, "Totally exploitive. Tiger woods just sold himself and his father out at wholesale. Its obviously a money thing for him. The guy has no integrity." On the other hand, it's being hailed as a great idea that has sparked a lot of interest for both Nike and Tiger Woods. The question is have they gone too far or is it marketing at it's best?
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This ad really baffles me. I simply can't understand why Woods would agree to it as it seems incredibly personal for someone who has always been intent on keeping his private life private (until the recent revelations obviously).
ReplyDeleteI think that, for Nike, it has served it's purpose perfectly as it generated immeasurable word of mouth on the eve of Woods' return to golf. I'm still surprised though to see Nike engage in such an opportunistic and crass method of advertising when all their previous campaigns to date have maintained the brand aspirations of performance, ability and success. In the long run, I'd wonder if it will have a negative impact on their brand equity.
Using your deceased father in an attempt to salvage credibility after an adultery scandal is something that would be better suited to an episode of Jerry Springer. This ad put the nail in the coffin (forgive the pun) of Tiger Woods’s integrity. Is there anything Tiger Woods won’t do for Nike?
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