April 7, 2010

Nike to run first new Tiger ad since scandal

Posted: 09:00 PM ET


Via Wall Street Journal

Tiger Woods and the voice of his late father star in a new commercial from Nike Inc., one of several new advertising campaigns that suggest the star golfer may be on his way to repairing his shattered image with corporate America.

On Wednesday, Nike was set to begin airing a black-and-white TV spot featuring Mr. Woods looking directly into a camera. In the background, the voice of his father, Earl Woods, seems to be talking to his son about the importance of taking responsibility for his actions, say people familiar with the matter.

"I want to find out what your thinking was; I want to find out what your feelings are. Did you learn anything," the elder Mr. Woods says in the recording.

The ad ends with the image of a Nike Swoosh.

The commercial is Mr. Woods' first new television ad since unflattering revelations about his private life emerged last year. It is expected to run on Walt Disney Co.'s ESPN and Comcast Corp.'s Golf Channel, say people familiar with the matter.

The ad was filmed several weeks ago at Isleworth Country Club, a golf course near Mr. Woods' home in Florida, people familiar with the matter said. The voice of Earl Woods, who died in 2006, was taken from old interviews, one person says, but this person didn't know the original context for the recorded comments.

A spokeswoman for Nike declined to comment. Mr. Woods couldn't be reached for comment.


Filed under: Tiger Woods

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Paul   April 7th, 2010 10:41 pm ET

Tiger has NOTHING to apologize for... he had an marital affair. Just like over 50% of married couples. He is an incredible athlete and his wife can screw off. The problem that is more important is the catholic church molesting young (male) children which is so more disgusting than what Mr. Woods did. GET A GRIP ON REALITY PEOPLE!!!!!!!!

Paul   April 7th, 2010 10:42 pm ET

Tiger has NOTHING to apologize for... he had an marital affair. Just like over 50% of married couples. He is an incredible athlete and his wife can screw off. The problem that is more important is the catholic church molesting young (male) children which is so more disgusting than what Mr. Woods did.

luckybee   April 7th, 2010 11:02 pm ET

I don't like Golf anyway; that is no sport for me, maybe for washed old men, but not for young people.

Judy Knight   April 7th, 2010 11:05 pm ET

I feel that this was a brilliant move on Nike's part. This is right where Tiger is in his iife right now. No one, even Tiger knows how he is going to do, but one think he has gotten across is that he was very sick and did some terrible things. Had Nike come out with an add about this wonderful, great person playing golf, then they would have caught it from that. It seems that nothing that he does is quite right for the media, so I suggest he goes with the people that are brilliant in what they have done for years. All of his friends and family know how very much a part of who Tiger became was because of his mentor, his Dad. He was devestated when he passed away. Earl and his Mother raised him right, and yes Earl, I think your son has learned critical lesson!!! Welcome back Tiger, and thanks to Nike for sticking by him. Go get that Green Jacket Tiger!!!

Eddie   April 7th, 2010 11:18 pm ET

@luckybee: Who cares if you don't like golf? Why comment? FYI there are many young people playing golf. Educate yourself if you wanna make a comment and research before you say something .....

Nike made a brilliant add. Because its not pointing a finger at Tiger for the over discussed private affair he had. But the stupid people that like gossip will take it as that and blow it off the hook. Like we're talking about it now......This a great campaign!!

mary u from ohio   April 8th, 2010 8:34 am ET

Good For Nike... This is a lesson for all.. we should be asked the same questions from our parents,, about the actions we make.......

Idzan Ismail, Kuala Lumpur, Malaysia   April 8th, 2010 8:59 am ET

Glad his life is back on track.

abe   April 8th, 2010 10:11 am ET

I think the man has apologized more than enough. He is a human being and made a big mistake. We are not prone from making mistakes so lets not add more fire to it and let the man fix his family life and learn from his mistakes. The Masters is starting this week, so lets make it a sports event not a venue for criticism. Lets play golf and bring the integrity of golf to the forefront. Bringing his dad on the commercial tells us that he dad is not happy with him and that if he was with us those are the questions he will ask his son. If you listen carefully, the questions was what did you learn from your mistakes?

mike   April 8th, 2010 10:42 am ET

This is pathetic. Apparently his father mentored him on skirt chasing and Tiger was reportedly in the sack with one of his bimbos at the very moment his father passed away. You can't make this stuff up...

pat davis   April 8th, 2010 11:24 am ET

Worst commercial ever! I don't get it....It's almost as if Tiger & Nike are begging the fans for forgiveness.

Using the voice of his deceased father! That's a new low for endorsement!

Enough with the sympathy votes Tiger.....Just Play Golf!

Cindy   April 8th, 2010 12:42 pm ET

I agree with Eddie. This is a good ad; it doesn't just ignore Tiger's flaws and put out an ad as business as usual. I don't think it's asking forgiveness in any way.

Steve   April 8th, 2010 1:30 pm ET

It’s despicable how Tiger Woods will slither to any depths to resurrect his marketing name including manipulating an out of context sound bite from his dead father’s grave– just when you think he couldn’t sink any lower….looks like he’s just following his Almighty’s mantra- “Just Do It!”

mike   April 8th, 2010 5:36 pm ET

That was an unfunny blurb for a movie? You got some.

Jessie from Auckland, NZ   April 8th, 2010 8:34 pm ET

@luckybee April 7th, 2010 11:02 pm ET

I don't like Golf anyway; that is no sport for me, maybe for washed old men, but not for young people.

Tiger Woods made his fortune from it, did he not. Well that's not bad from a game of golf, not many of us can do that I suppose.

Jessie from Auckland, NZ   April 8th, 2010 8:37 pm ET

His father's voice sounds comforting. Hope it will help Tiger. Wonder if he went off the rails when he lost his father, as he was his mentor.

pam   April 8th, 2010 11:15 pm ET

It was a brilliant ad. I am happy to see Tiger palying golf again. I imgine it took alot of courage to face the critics, fans and more importantly the poeple who matters most to him...his family and friends.

go tiger go. welcome back.

Judy Knight   April 8th, 2010 11:50 pm ET

Steve, I disagree with you about the ad being despicable, and I think it was brilliant on their part. Tiger, did not think up the ad, but he was smart enough to know that he will stand behind Nike and their brilliant decision to use his Mentor's voice asking Tiger, did you learn from your mistakes???? How much do you people want him to do.
He has done more for the world of golf than any player to ever play.
I wish the media and the perfect people of this world would drop this crap and enjoy the game of golf, and if you aren't a golf fan, then don't comment at all. I was taught that we are to forgive, or God will not forgive us of our sins!! I don't condone anything he did, but I do believe he is trying and I am not perfect so I DO FORGIVE HIM LIKE I AM TOLD TO DO. We have one judge and thank God, the people are not that person.

Judy Knight   April 9th, 2010 2:20 am ET

Nike did a brilliant commercial showcasing what Tiger has done wrong, and where he is now in his life. His Dad, made him what he is today and that is the greatest golfer to ever play golf.
People do make mistakes. I condone nothing he did, but he is working hard on his problems!!!!

Sid Richards   April 9th, 2010 5:31 am ET

There are many golfers involved in this years Masters Tournament. Why not cover them a little as well. You are furnishing Tiger Woods with far too much publicity. He is no saint.

luckybee   April 9th, 2010 6:06 am ET

I just don't care a bit ; we have other serious problems to solve as golfing.

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