False idol.

By Michael Mark, Creative Director/CEO @ NYCA

Shot like he’s Jesus.

Emotionally stripped, revealing nothing.

Accusatory visage, deflecting introspection.

Words from the father from another world.

Just false.

11 Responses to False idol.

  1. Karissa says:

    not impressed from a consumer standpoint but from a marketer standpoint this makes sense to me. Tiger Woods is gold for Nike and they desperately need him back.

    I thought this statement by Barbara Lippert from AdWeek was interesting, “For Nike, Tiger is like one of the banks on Wall Street. He’s like Citibank. He’s too big to fail. They have to prop him up and they have to show that he’s learned a lesson and that he’s been scolded. As the corporate parent, they can’t do it. The needed his real parent. But at the same time, I don’t think anyone expected them to play the daddy death card.”

    I have mixed emotions about this ad. I definietly think this ad was a little creepy and Tiger is still not on my Top 10 list, but another side of me thinks this ad was raw and brilliant.

    • michael says:


      Where’s the place of a corporation in such matters – no guidebook for such. They have deified Tiger, announcing him to the world with their Hello World are you ready for me ad? As though Tiger was another being – like and unlike us in more than the talent equation, better in fact.. And now that he has fallen bringing his Dad back from the dead. Shameful. And poor branding.

  2. jerry says:

    Deification for sure–perhaps more Greek than Christian.

    Perseus, a great warrior, had his foibles whereas Christ was
    not known by a penchant for Waffle House waitresses.

  3. Dustin says:

    This might have been a good commercial if it aired before all of the Tiger drama.

  4. Joy Hart says:

    ‘Disgenuine’ is the word that comes to mind–which is not a word, in fact.
    Which makes it even more fitting for this spot.

    Just false. Agreed.

    • michael says:

      Joy – thanks for peeking. I am curious to see where this leads. Forgive me father for I have not sold enough Nike branded stuff… let’s stay in touch!

  5. michael says:

    Agree Jerry. Thought the matter was ‘private.’ Thanks for hanging with us NYCAers, Jerry.

  6. Dave says:

    Maybe it’s that I’m in advertising or that I work for a competitor, but I was too much aware that I was watching a “commercial.”
    Kinda like the difference between a documentary and a docu-drama. One is authentic and unrehearsed while the other is a thoughtful creation made to look/sound authentic.

    I kept thinking of the direction on set.
    “Tiger, we need you to look remorseful but not sad like a loser. Resolute but not cocky like winner.”
    “O.k…that’s perfect. Just hold that for about 20 more seconds…got it! So how you feeling about the Masters?”

    And where they must have picked up Earl’s dialog and how they spliced it together and tweaked the
    Inflections to make it sound real.

    Pretty cool as an execution, but I think Tiger needs more “real” and less “rehearsed.”
    Hell, the poor guy probably doesn’t even know the difference.

  7. melissa says:

    while I have a feeling this ad is accomplishing exactly what Nike wanted – we’re all talking about it – I don’t feel it was their place as a brand to insert themselves. They stayed quiet through the scandal, standing by their man because he’s a top athlete, #1 in the world and therefore personified the brand. No one hated Nike for staying with Tiger because he’s #1, but in this ad they try to capitalize and make commentary on his sex life, it is a big turn off.

  8. ocred99 says:

    the conversation continues – here’s a #video from nike’s ceo http://www.fastcompany.com/video/nike-ceo-mark-parker-tiger-woods-scandal-0 – calls the advert polarizing yet authentic

    admitted trying to get people emotionally vested

    i still think it was in poor taste to use his father for shilling sneakers

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