Tiger's Nike ad
Received a passionate email this morning from C/D NY alum Scott Lukas at Dosage Consulting about Nike's new Tiger Woods commercial ...
This communications idea is so good on so many levels I don't know where to start. I wanted to send a note around to see what you think.It is a narrative about all of us -- No, we haven't done the despicable things that Tiger has done to his wife, family and business partners. But we all have had our moments in which we have indulged ourselves, used our positions of power, and leveraged our positions in circumstances in ways that just wasn't right. We all have done the wrong thing. We have all had to make decisions about how we face ourselves, the world and our work and loved ones thereafter. We all have to decide our role in how things will carry on for ourselves. Do we have the courage to move on? Learn and progress? Be a better person? To change? It is a cultural moment and experience we all can relate to. Strategically, the narrative is gripping.
It is a profound narrative about Tiger -- I can only imagine the complexity of Tiger's relationship with his deceased father. Bringing his father back to chime in on a topic that the whole world has already chimed in on is riveting. In this spot Earl is Tiger's god, the ultimate judge and sage, confidant and condemner. He is both Tiger and not. It doesn't take long to get into Christian myth, does it? The whole world waits to see how he will react. What will be his next chapter? Creatively, the narrative is gripping.
It is a great use of TELEVISION - This is a public, shared moment. It HAD to have been introduced via TV, a medium most open to a mass public space. Tiger is a public figure. His trials and tribulations have played out in the public space. Yes, most people (including you perhaps) will experience it online, on youtube, in the news, etc. But it will be reported as a TV ad and that's important to the cultural idea. It is Tiger standing before all of us. Looking us in the eye. You get a sense he's got the courage and strength to be special (again), or at least die trying.
It is a great use of timing and context -- Tiger tees off at 1.42pm today. It will be covered live. The next four days will be a circus. Adding this to the cultural conversation and story yet to be written just when everyone's appetite is beginning to peak is very very clever. It is of the moment, culturally, globally.
More on this spot later when I let it soak in more....
http://www.youtube.com/nikegolf#p/u/0/5NTRvlrP2NU