Nike’s ‘Tiger and Earl’: anyone learnt anything?
April 13 2010, 8:36 am | | 73 Comments
OK, the Masters has just finished – an event he didn’t win but he won back a lot of fans – and after many requests to have this on the blog, here it is.
The late Earl Woods asks his son Tiger a few questions before Tiger’s return to golf in this thought-provoking web film and TVC, sent to us from Wieden & Kennedy, Portland.
73 Comments
So what was he thinking?:
http://www.youtube.com/watch?v=qMdoohboZQ8
Wasn’t his Dad banging Vegas hussies as well?
What’s the worst thing about being Tiger’s caddie? You have to clean his balls and don’t even get to play any holes.
Anyone who saw Tiger’s tv interview after his last round could only conclude he’s learnt nothing. It was ungracious and chillingly cold.
I can only say…
What the f#$%?
Yeah he learned that he could root heaps of broads because of his status. Gives new meaning to Nike’s ‘Just Do It’ slogan.
I thought this was the original?
http://www.youtube.com/watch?v=evvMElbG_n4
Personally, I reckon they’ve completely outsmarted themselves here. It’s a brilliant response to the brief. But I reckon they’ve got carried away in their own cleverness a bit and failed to put a sense (or reality) check on it.
I think the whole strategy of having his father giving him a talking to is brilliant. But his father is dead. And he was shagging around while his father was dying.
Now they’re using his dead dad’s words out of context to try and garner sympathy for him?
Um…no. Sorry, but no.
this one is better:
http://tv.gawker.com/5512777/
What a tough brief, but I think they did it with éclat.
That’s a cheap get 11.11. Whoever did that was putting about 3cm from the gag.
What did all that crew do?
Editor – it was one shot!
Editor Assistant – it was still just one shot!!
Post Executive Producer – P L E A S E.
Of course the VFX were stunning. Well done to all involved.
Crap ad. Poor advice. Embarassing. Tiger, the rehab isn’t working buddy.
awful.
Very confident use of the logo, no name, no website, just brilliant.
10:19am – How bout the fact he gets 10% of his winnings which makes him one of the richest sportsmen in Australasia… and also gives him any cars which come with winning tournaments, i believe he’s been given about 10. I think i would lick Tigers balls for that.
Banging hookers and hoes is one thing, but using your dead father’s voice to sell t-shirts?
That’s a new low.
Lame. Tiger hasn’t learnt his lesson at all. Just another American sports star getting away with it again…
The grave-robbing strategy is grotesque. Dragging the dead father into his own indefensible situation – and for ultimately commercial ends – where’s the redemption in that? Besides, who cares what HE’S learned? As if it was just a post-game analysis of some tricky putt that didn’t go his way. This guy has always come across as a cold, boring, self-absorbed, one-dimensional sort of character anyway. Like that’s going to change anytime soon.
Fame and fortune creates its own twisted class system in the USA. Here’s the maths:
Married Sporting Hero + stripper whores = unfortunate sex addiction worthy of rehab and subsequent book deal-cum-Oprah appearance-cum-widespread forgiveness
Regular Nobody (married OR single) + stripper whores = just another dirty drunken bastard.
Reality is all just a matter of context.
no name no website – ‘the swoosh’ has been all they’ve needed for YEARS – nothing new there. and it’s tiger woods for f–ck’s sake. even my dog knows who he is.
It’s what his Dad taught him, that’s a darn good idea.
Shocking.- what did you agency people do before librarian?
Imagine if you will… you are by far and away the best at your profession
worldwide you may go down in history as the greatest ever, you have
made over a billion dollars, does it go to your head, and you make some
mistakes, well maybe
So the most famous sportsman on earth roots half a dozen a women.
The issue for me is why so few? Pull your finger out Tiger.
I’m a Creative Director and I got half a dozen roots and a bj last year and I only had to pay for three of them. And I’m hopeless at what I do.
OK I did sleep with the client once after the party. I really hope the
agency don’t ask me to be in an ad like this!
I’m saddened by the pathetic comments above. I was hoping for some intelligent thoughts.
Personally, I think this is a classic. Recently, I heard someone people about the cultural significance of Jimmy Hendrix playing the Star Spangled Banner at Woodstock. Well, I think this ad could in time be remembered as clearly as that moment.
The reason I say that is because we live in such a porn-infested, sex scandalised world with websites telling us we should be unfaithful etc etc. And this ad asks ‘what have you learnt?’. And I think this is a bloody good question to ask.
This is such a poignant piece of communication. As someone whose father passed away not that long ago, I don’t find this ad as an offensive piece of capitalism as some critics have suggested.
It’s awesome. I love it. Well done Nike.
2.16 you SOB – covert ops unit has been despatched
Don’t be so harsh the guy only missed a few putts by millimeters
Well put 2:16. Its creepily transparent. Shocking.
I blame my dad for everything too.
It depends.
If you look at Tiger Woods and see a cold, cynical, self-absorbed arsehole of a human being, you’ll look at this ad and recoil with revulsion.
But if you look at Tiger Woods and see a sporting hero who made a few bad calls, and who deserves his shot at redemption, you’ll look at this ad and think it’s Day One of the new Tiger.
Me… I look at this ad and recoil with revulsion. I really like the Nike brand and buy enough of their stuff, but I hate the Tiger brand with a passion. The guy’s a fucking robot with all the charisma of an inflatable sex doll. Can play golf, but he ain’t no hero. He’s just a tournament-winning (and whoring) machine.
Thanks everyone for the great input. We will be sure to take it on board next time.
It’d be great if you could send your books in so I can see what I’m missing and how it should be done.
Yeah he’s a robot. I wonder why …
http://www.youtube.com/watch?v=MLL541C9wBs
How could the man stoop so low? As-a matter-of-fact I couldn’t care less how many women he had his way with. Let’s face it some of them were…..Outstanding. But to use your dead, let’s repeat that, DEAD father’s voice to seek public redemption, well the man has no moral judgement. And nor has the agency that took advantage of this poor (albeit rich) sick fuck. Nike probably gets to sell some more sandshoes. So that justifies everything. But really, in this case, does the means justify the end?
So Tiger ruined his image – maybe irrevocably – but he’s been Nike’s most recognisble brand ambassador for a long while now. So as a marketer do you distance yourself or do you stand by him and make the truth about Tiger part of the conversation about your brand?
It’s a head-scratcher, but regardless of how you feel about Tiger’s behaviour, I think it shows a rare sort of integrity on Nike’s part to stick by him and engage with this fiasco.
To me the spot is doing much more than just tossing an incendiary off the back of a scandal for publicity. It’s showing Nike’s unshakable commitment to sport by standing firm with the world’s greatest golfer even at his ugliest.
Works for me.
I just wish the shampoo packaging I’m working had that much going depth.
It is a long-standing tradition of NIKE to support the athlete no matter what.
That in itself is pretty brave, given the circumstances.
How many other sponsors pulled out, and will now want back in? Like Mr. Johns, his transgressions will be forgotten long before his appeal.
PS – can 1.3 billion people be wrong?
I’ve learned that over-paid, over-sexed ‘athletes’ who sell out their dead fathers to flog sports equipment and rebuilt their public image are not worth the pretentious, chin-scratching 30 seconds of film they’re printed on.
I love the fact NIKE stood by Tiger. To me it shows a brand that’s willing to stick by their guns, even if the chips are down. And he hasn’t suddenly lost his athletic ability, just his face.
I also love how the setup of the ad, the script, everything – they didn’t need to say ‘just do it’ at the end.
‘What was going through your mind Tiger?’
Yep.
Gatorade missed out big time by balking.
‘Hi, I’m Tiger Woods. Is it in you?’
And please tell me there isn’t a male on the planet that would love to have that status, that pulling power, that cash – even if they did reject Miss 17 year old college girl next door. Come on… He’s a rock star.
I think Nike has missed a major opportunity.
I’d take a leaf from pro wrestling and bring him back as a heel.
Get him wearing black, drinking and shagging every white girl that moves. And boasting about it. Get him sledging other golfers.
Imagine if Tiger is no longer the whitest black guy in the world, but instead everything your average fat white golfer fears. Rich. Studworthy. And shagging cute blondes.
He’s never going to get the Accenture’s and Buick’s again.
So be the bad guy.
Be a Tiger not a pussy.
Nike stayed with Kobe Bryant when he was accused of sexually assaulting a 19 year old hotel worker in Colorado.
This Tiger Woods thing pales in comparison to that especially if you read the case details on the smoking gun website.
You want to start judging everyones personal life? WTF get a life!
He stuffed up he didn’t commit a crime,
You want to play cop, then check out the Pope covering for pedo’s?
As if Nike wasn’t going to stick by him. They’re not a bank. They’re a sporting brand. Heaps of people in America and around the world think it’s rad he was roooting out of school.
Nike is just capitalising further on something topical.
I like the ad, tough brief not the usual
So what, that his father passed away
are you only allowed to use present day
people in ads or something?
He has a great story his Dad played a huge part
in getting him there. I expect that’s the place
he is looking to get back to
I can’t comment on his personal life, it’s personal
I would expect nothing less from a company that pays Chinese slaves to make millions of $300 shoes.
PS
I do not use the word ‘slaves’ lightly.
Nike were nothing in golf . Tiger took a huge risk getting in with them
others brands had history of performance in the game Nike had none.
They have a lot to thank him for.
They are smart enough to be in it for the long term as all great brands
think. You will hardly remember the drama in a year. Tiger is smart
too he has a Tiger Foundation to help kids (that will be his next
showcase). Remember how popular princess Di became regardless
of her affairs
The Chinese aren’t slaves. They get paid. They don’t get paid much, no. But slaves isn’t really the right word. I would say ‘grossly underpaid’.
Like most people in advertising.
Hey 12.39
High ground here,
I mentioned that I did not use the word ‘slaves’ lightly in reference to Chinese workers:
Here is the meaning of slave …
1. One bound in servitude as the property of a person or household _ YES, THE CHINESE WORKER IS THE PROPERTY OF THE COMPANY AND STATE – IF THEY DO NOT TURN UP ONE DAY FOR WORK EVEN IF YOU ARE ILL WITH THE FLUE THEY ARE REPLACED.
2. One who is abjectly subservient to a specified person or influence: “I was still the slave of education and prejudice” (Edward Gibbon). SEE ABOVE
3. One who works extremely hard… YES 18 HOURS A DAY FOR LESS THAN $200 a MONTH
4. A machine or component controlled by another machine or component – SEE ABOVE
Please, you should never utter the plight of the Australian Advertising worker in the same sentence as a Chines factory worker.
I am impressed with the number of producers credited to make this spot happen……..I can not imagine how many would be credited if there were say 9 different set ups in the spot. Got to laugh though.
How could I resist?
It’s the Flu.
But anyhoo, slave is the right word if you check out New Oxford American Dictionary on your Apple. (my additions)
• a person who works very hard without proper remuneration or appreciation : by the time I was ten, I had become her slave, doing all the housework. (or: by the time I was ten, I was making shoes)
• a person who is excessively dependent upon or controlled by something : the poorest people of the world are slaves to the banks | she was no slave to fashion.
• a device, or part of one, directly controlled by another : [as adj. ] a slave cassette deck.
• an ant captured in its pupal state by an ant of another species, for which it becomes a worker.
Moral highground,
It’s very nice you threw Gibbon at me. But I don’t think Gibbon is really relevant here since he lived before the Industrial Revolution and was a legislator during a time of immense human-trafficking and slave trading by the British Empire.
So I don’t see the relevance of citing him. But I enjoyed his “Decline and Fall” very much. He was a brilliant writer.
What currency are you refering to with this $200 a month? Six Yuan is worth about 1 aussie dollar. So if they’re making around $200 a month in aussie dollars they’re making around 1200 Yuan a month if I’m not mistaken.
In a country that went from fuedalism, to nationalism, to socialism, to capitalism all within a century whilst dealing with civil war, invasion by the Japanese, sanctions engineered by Western powers, along with Western support of the Kuomintang, and, with a population that literally dwarfs ours, I would say 1200 Yuan a month is not too bad. Not too good but not too bad. You also should consider that China has a very low tax rate and food is very cheap in China (I know this because I’ve actually been there and don’t table arguements if I am not sure that they are factually correct – that’s just futile isn’t it?).
But while we’re on the subject of China, exactly where in the Constitution of PRC does it say that people of China are the “property of the state”?
Do you have any proof to back this up?
Both yourself and Junkwaffle have obviously been subjected to vast amounts of propaganda with regards to China. It’s quite amusing that with one hand you slam a whole country’s economic policies while with the other you purchase everyday items that are more often than not made by these ‘slaves’ as you call them. So if they are “slaves”, I’m afraid you’re supporting this system by paying money to their superiors.
Personally, and this is just my opinion, but I think it is very worthwile mentioning advertising and Chinese factory workers in the same sentence because it invites most interesting discourse.
Furthermore, I said most people in advertising are grossly underpaid. I didn’t say they were slaves. Though some people’s support of a very corrupt industry that doesn’t pay very well could well be described as “servile”, dare I say “slavish”.
Love the new site Michael, looks brilliant on the ipad. Arguments about slavery in China should be posted on the Amnesty international blog. We all profit because of supposed 3rd world countries. That said, my girlfriend included, there are everyday families in China far richer than the middle class here. Every time her dad or brothers visit they bring a 300 AU bottle of Cognac and leave a few hundred under the pillow, much to my embarassment and protestations.
But I digress. Brave move from a client that long ago realized being brave was the only way to rise above. I think this will be almost up there with Jordan one, gravity zero or spike jonez. When you compare Nike to reebok, who back in the day were like coke and pepsi, they certainly know what they’re doing. In all honesty, reebok aren’t even a consideration now – the fact the ipad capitalized Nike automatically is another testament to that.
Regards, and good will to all.
And well done on the minor imprvements for CPB, looks grand.
Adieu.
Well done.
@6.44
Why Dan?
Yeah, but his wife hates the ad more than I do. Now she’s leaving him because of it.
Allegedly.
http://www.theage.com.au/sport/golf/nike-ad-the-final-straw-as-elin-nordegren-seeks-divorce-from-tiger-woods-report-20100415-sel9.html?autostart=1
Junkwaffle, I know it’s you Ben. I can smell your nonsensical, snide comments a mile away.
Good strategy for his Brand/ loyal consumers, tough for his wife,
who should he keep happy?
7.29
Go to China. Take off your suit. Walk away from the 5 star hotel. Walk into a Nike factory. Get a job. Support your family on the salary they pay you.
Next, complain to your superviser that you are paid too little and that Nike is a discrace.
Now white man, write your next installment of unrealistic drivel.
Moral high ground,
Why don’t you formulate a reasonable argument to back up your uneducated claims instead of this pathetic attempt to insult me.
Come on, now let’s see if your brain is working. Find me the clause in the Constitution of the PRC that says that the people are the property of the state.
Oh. You can’t find it? That’s because you made it up.
But because you can’t back up your flimsy argument with facts you try to jump back your moral highground (the refuge of a scoundrel as it were) by insinuating my experiences in China are only in a five star hotel, as if I have no idea of the struggles people face in that part of the world. As for that you’re so wrong it’s rather comical.
You’ve failed dismally. Your insults only prove that you’ve no idea of what you’re talking about.
Come on you weak-minded chump, hit me with some facts.
I am asking you: where in the constitution of the People’s Republic of China does it say the people are the property of the State?
😀
Moral high ground,
Why don’t you formulate a reasonable argument to back up your uneducated claims instead of this pathetic attempt to insult me.
Come on, now let’s see if your brain is working. Find me the clause in the Constitution of the PRC that says that the people are the property of the state.
Oh. You can’t find it? That’s because you made it up.
But because you can’t back up your flimsy argument with facts you try to jump back your moral highground (the refuge of a scoundrel as it were) by insinuating my experiences in China are only in a five star hotel, as if I have no idea of the struggles people face in that part of the world. As for that you’re so wrong it’s rather comical.
You’ve failed dismally. Your insults only prove that you’ve no idea of what you’re talking about.
Come on you weak-minded chump, hit me with some facts.
I am asking you: where in the constitution of the People’s Republic of China does it say the people are the property of the State?
😀
I just read this 2.38 and the FACT is you’re an idiot. It’s written here.
Oooh temper temper. Someone’s getting a little upset.
The fact is I’m an idiot? You’ve resorted to even weaker insults. That’s pretty lame.
You still haven’t answered my question about the PRC constitution. It’s okay if you can’t. But I think it would be cleansing for your soul to admit when you’re wrong.
It’s funny when you lecture me about China when I’ve been there several times and have studied it’s history and culture and law back to front.
Making unsupported claims then resorting to petty insults – that’s the realm of an idiot.
D: China does not have a constitution.
How in your wildest, distorted sense of reality could you ever believe the right to enslave it could be written down in a constitution?
Slavery in China is economic – enforced by the point of a gun, the wheels of tanks, or by economic restraints forced by a massive population who work for what they are offered for fear of starving to death.
That’s public slavery.
And private slavery?
Slavery exists in China, especially in Canton and Peking…. It is a common thing for well-to-do people to present a couple of slave girls to a daughter as part of her marriage dowery [sic]. Nearly all prostitutes are slaves. It is, however, customary with respectable people to release their slave girls when marriageable. Some people sell their slaves girls to men wanting a wife for themselves or for a son of theirs.
However, all types of slavery are illegal today in China.
Private slavery in China was technically abolished in 1910,[246] although the practice apparently still continues unofficially in some regions
HAHAHAH
Now you’re really making me laugh. People’s Republic of China does not have a constitution? BAHAHAHAHAH. FAIL.
You contemptible fool! How would a country function without a supreme law that governs their legislative and judicial processes? How would they make any money?
What are you going to tell me next? That they don’t have courts and don’t make laws – they simply just wander around aimlessly in a giant factory?
HAHAHAHAHA. You call ME an idiot? You obviously know NOTHING about China or laws or how they are made in this or any other country.
Oh boy…
Now, sorry to bring this up again – I know it’s a small thing really – but you still haven’t answered my question about people being “property of the state” in China. WHERE in the constitution does it say that??
I’ll even give it to you to read: http://english.peopledaily.com.cn/constitution/constitution.html
Ah hello, guys? Yes, YOU two! We are SUPPOSED to be discussing Tiger’s wayward wang here, not the country that makes potions out of the wangs of endangered tigers. That blog is in the lab down the hall and on the left. THANK you.
Tiger’s wang and wangs of tigers.
Now THAT is what i call clever!
The subject of the blog is:
Tiger Woods, his morals and Nike’s corporate morals;
Google;
“Tiger Woods morals”
“Nike factories in Asia”
“Chinese Worker rights”
“Nike in Vietnam”
And 4.13, don’t open that next bottle of red!
Ha ha. While I agree that “high ground” is a fool, there is something quite interesting in the constitution…
“Article 42 Citizens of the People’s Republic of China have the right as well as the duty to work.
“Through various channels, the state creates conditions for employment, enhances occupational safety and health, improves working conditions and, on the basis of expanded production, increases remuneration for work and welfare benefits.
Work is a matter of honor for every citizen who is able to work. All working people in state-owned enterprises and in urban and rural economic collectives should approach their work as the masters of the country that they are. The state promotes socialist labor emulation, and commends and rewards model and advanced workers. The state encourages citizens to take part in voluntary labor. ”
(http://english.gov.cn/2005-08/05/content_20813.htm)
So it seems, you are bound by the constitution to work. Forced to work. Even though you get paid, you have no choice. Not owned for sure, but forced.
And Tiger Woods is awesome.
Sorry, but I am in no way affiliated with any personal gripes you may hold.
Wow Junkwaffle you know a lot about the law. You must have been to court lots of times.
How many times is now? 10? 12?
Quite a few. And I’ve won a few times too.
Kindest Regards,
JunkWaffle, esq.
Legal Advice Bureau for Advertising Professionals
Wow. It takes a certain type of person to sue a charity.
Sincerely,
Federal Bureau of Investigation
http://en.wikipedia.org/wiki/Cyberstalking
Let’s try keep this on topic boys and girls?
My opinion – brave ad. Very brave client. Wish there was more work like this.
Hey good link. It says something about mobile phones as well.
Thinking and stuff eh?
http://fail.org/