Tiger’s commercial: Bogey or Ace?

“It’s a fascinating, creepy document. I don’t know whether I love it or hate it,” said Steffan Postaer, chief creative officer at Euro RSCG, Chicago. “But I do wish I’d made it.”

-Yours Truly, Adage

The above quote comes hot off the presses, as they used to say, from today’s story in AdAge about the now-infamous “talking from the grave” TV commercial from Nike featuring Tiger Woods and the voice of his deceased father.

I actually made the above remark to reporter, Jeremy Mullman on Friday, half way through the golf tournament. Well, the Masters is over and Tiger Woods did not win it. Phil Mickelson did. Tiger came close. Fourth place. Shooting 11 under par. But the spot lives on, as does the buzz surrounding it. Jeremy’s latest story is but one of thousands being written and read about Tiger, the commercial, and everything in between.

On Friday I wrote about the spot, expanding on the above comment. That post garnered more readers and comments than just about anything I have ever written on Gods of Advertising.

The comments were, by turns, astute, bitter, cynical, thoughtful, and then some. But all of them had one thing in common: passion. You folks were fired up!

All because of one commercial. In the end, my comment to AdAge holds true. I do not know whether I love this commercial or hate it. But as was quoted, I do wish I’d made it. Fervently.

Can you imagine being the copywriter and/or art director who put this thing together? I’d be downright giddy. This spot is going to separate its creators from every other creative on the planet. Even if the commercial never wins a single prize (and whether it does remains to be seen), that commercial is now famous. Ridiculously famous. Everything that has been written and said about it, good and bad, is only fuel for a fire the likes of which Ad land has not seen is some time, if ever. As I said in my previous post, not since Crispin Porter & Bogusky introduced America to the subversive Burger King have we been so captivated by a TV campaign. (You could also make a case for CP&B’s Subservient Chicken but that was an Internet idea.) The Nike spot was just that: a spot. A lone 30-second TVC. (And weren’t those supposed to be passé?”) Granted the commercial has been viewed several million times online but you get my point. This thing is a phenomenon. Whether any of us likes it or not.

How do I feel about this commercial: What it says about Tiger, What it says about Nike, What it says about us? I’ve already covered that. As have many of you. I reckon the jury is still out. But as a copywriter, creative director and chief creative officer I’m absolutely certain of one thing. I wish I had done it.

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Fallen hero or Everyman?

Jeremy Mullman from AdAge called me today asking my opinion on the blazingly radioactive new Nike spot, featuring Tiger Woods. Or should I say the new Tiger Woods spot featuring Nike?

You know the film. I don’t even have to link it. Tiger stares into the camera as his deceased father’s words play over him. Dad is saying something about an inquisitive nature. He asks, eerily: What were you thinking? And that’s more or less it.

But man oh man, has ‘it’ lit up the blogosphere. Everyone is talking about this commercial. The trades. News outlets. Even the drive time jocks I listen to on my way home from work played it. They played a TV spot on the radio! Talk about viral. Talk about integration.

And that is why this TVC is perhaps the most potent ad-like object I’ve seen, heard –dare I say experienced- in a long, long time. Not since Crispin, Porter & Bogusky introduced us to the homoerotic and creepy Burger King have we experienced a TVC with so much daring.

My first reaction to it was “Wow.” Then “WTF?” I was creeped out and impressed in equal measures. I told Jeremy what a lot of people told/ tweeted/ wrote a lot of other people: I don’t know whether to love it or hate it.

And that, my friends, is the definition of provocative. It not only makes you think about Tiger Woods, it makes you think about everything: sex, morals, race, sports, integrity, death, advertising, pop culture and, yes, maybe even Nike.

There is no category at Cannes for something like this. Otherwise it would win. Have to. But “30-second TVC” does not do it justice. If anything this thing functions more like a documentary, a snapshot of our culture as it is right now, for better and for worse.

Laurence Holmes from The Score asked his listeners if seeing Tiger this way, as a flawed man, actually makes him more real, as opposed to the robotic golfer we’d come to know. The answer is unequivocally, yes.

Despite his gambling and womanizing, Michael Jordan has remained a legend. As have Babe Ruth and Mohammed Ali. Tiger was on that pedestal. But not anymore. Win or lose, Tiger has now become part of the human race. He is like your brother-in-law who fucked up his marriage by screwing his secretary. He is like you for lying about Vegas. He is like a lot of us, which means he is…likable.

I know it sounds perverse. Here’s a guy who cheated and lied and let us all down. But having fallen, he is getting back up. Or something. Who really knows?

But one thing is for sure, whereas before I admired, respected and envied Tiger Woods; now I can like him because he is, after all, no better than me.

Nike and Wieden & Kennedy made their considerable reputation by making Gods out of athletes. Now they have done one better. They have shown us God in our own image. It’s not pretty but it’s real.

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Mullman on Tiger in AdAge

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