Thursday, April 8, 2010
Tiger Woods - He's Back!
Tiger Woods returned to the world of golf this week, and he returned to the world of advertising with this commercial for Nike. The commercial is a strange one as it has nothing to do with the brand, at least there's nothing "brand worthy" that I can discern. It seems to me like a favor one does for a friend who has fallen and needs help getting up. I've utilized the religious metaphor for resurrection for the ways in which we treat some fallen media figures whose stature we want to see restored. Tiger Woods certainly is not the first media figure to have fallen off the proverbial bar stool, only to later see his media persona restored. Well, we'll have to see what happens with TW. The gossip mill still seems to be churning this story, and of course, we'll have to see how well he does in his return to golf. One of these will likely affect the other. By that I mean, if he does well in the Masters, many people will lose their interest in the gossip. Done Deal. If he fails to make the cut, however, there will be a lot of finger wagging. Will other brands join Nike? We'll have to wait and see. Nike is taking a bit of a risk. The last thing they'd want to do is harm the brand. But sticking by a friend is a noble gesture, and the company may score some points for that. Let's hope Tiger does the same.