Voice from the past
So I’ve been lightly reading the kerfuffle and conversation surrounding the new Nike ad featured Tiger Woods, with an overlay of the voice of his father, Earl Woods, taken from an interview in 1994.
Here’s the ad, if you haven’t already seen it:
Of the ad, Tiger has said: “…I think any son who has lost a father and who meant so much in their life, I think they would understand the spot.”
Hmm.
I’m not a son, but I’ve lost a father and I have to say the ad makes me very uncomfortable. I’m not sure I do understand the spot.
While it might be “…very apropos. I think that’s what my dad would say,” the context of an advertising spot, intended to sell Nike gear, seems…a little wrong.
I’ve no doubt Tiger might have turned to his dad for guidance during the fallout from his recent troubles. But would his dad have chosen that forum to have that conversation with his son? I think not.
I find the ad very powerful and I think it’s a very public reckoning for Tiger. But I still gotta say…it makes me uncomfortable. It just doesn’t feel respectful to the memory of his dad. Just my .02
By the by, hearing your father’s voice from the past can be an eerie thing. I recently found a video of my dad giving a presentation. It was filmed about five years before his passing. The Good Man and I watched it, and I found it difficult and a bit disturbing. And oddly, in some ways, comforting.
I’ve no plans yet to use it in a marketing campaign. I’ll keep you posted on that…..
Comments
Elise
That ad makes me ill. He's not just using his dead father's voice to sell Nike crap, he's using it to sway the public into thinking he's a great guy whose product recommendations should be given weight. It's not just about Nike making $$, it's about Tiger making $$($$$). Thanks, Dad! Cha-CHING!
I don't care how many hos he bangs, his marriage, etc.–and I sure as hell don't care about golf, the most boring "sport" in the universe. I'm so sick of Tiger. I wish he'd just fade away. Blech.
Karen Fayeth
Elise, I was totally wondering your thoughts after I watched that spot. Given your background, I figured you'd have something to say.
And yeah, I don't really care about him, and honestly, I'm tired as heck of hearing about him, his problems and his golf game.
Elise
As far as a professional opionion? I think it's a massive misstep.
Tiger's looking like a whipped pup. Before the scandal, he was the top dog. Now, not so much. I can't imagine to what demographic that will appeal.
He should have stuck with his original apology and moved on and focused on his game. Even as a golfer, he's still an athlete. Athlete as whipped pup isn't going to sell too many $200 pairs of sneakers, you know?
Once he starts winning again, and once his whoring around fades into the mist, he'll have some credibility again. But this ad will not speed along that process.
Karen Fayeth
Although they've got people talking, and I suppose that old "any attention is good attention" motto rolls into play here.
And all this kerfuffle leading into the current golf tournament.
Whatever.
I'm over it.
Elise
Yeah, I don't know that I buy that old "attention" adage.
And on thing I didn't mention is that I guess it's common knowledge his father was quite a ho himself? Which adds an entirely new level of icky to that ad.
But yeah, it's all wearying as hell
Karen Fayeth
Ooooh! I did *not* know that.
Acorn not falling far from the tree and all. Ick, indeed.
Mr. Woods, did YOU learn something? Hmph I say!