Cory Miller

Life Lessons, Change and The New Nike Tiger Woods Commercial

Just saw the new Nike Tiger Woods commercial and have to say … it’s phenomenal. Epic.

I’ve really loathed the press coverage hysteria around Tiger and the issues that provoked this commercial … he’s an intensely private guy and understandably so. Obviously he has confessed and owned up to his mistakes (despite not needing to give me or others he didn’t hurt one). And one of the most incredibly athletes of our time.

But the message in this ad is truly amazing. It’s the voice of his father, whom I heard had a deep and profound impact on his life, asking what he’s learned through it all.

I can’t imagine the motivation to enact lasting change filling up inside him as he heard his mentor/father asking that question.

This commercial is more than golf or Tiger Woods. It’s about life and learning and growing from your mistakes.

I might have to replay it a couple more times to apply to my own life … so should you.

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2 responses to “Life Lessons, Change and The New Nike Tiger Woods Commercial”

  1. Chris P. Avatar
    Chris P.

    I looked at this commercial different. I skipped past the life message that you heard. I thought, “wow, Nike is trying to help Tiger rebuild his public image.” My first reaction was that Nike does not want to loose
    Tiger. They will even jump into his personal life and bring in a marketing agency to fix this problem. They see Tiger as big ole dollar signs.

    Then I looked at it another in a differet perspective. Maybe someone at Nike truly cares about Tiger. Hates seeing him down. Wants to help make sure Tiger will learn this lesson and let the world learn from it too. This is a picture of a big brand stepping in to use their influence to help a good friend.

    The second scenario is much much harder to believe. But either way this is the first time I’ve noticed a
    Brand/Corporation jump into a celebrity’s personal life and risk their image doing so.

    Tiger Woods might as well be a Nike subsidy.

    Good topic. Oh and give Brad a raise. He’s a good kid.

    Reply
  2. Chris Syme Avatar
    Chris Syme

    Chris P: It might be a combination of your two scenarios. It may be that Nike does indeed care about Tiger (hopefully), but the bottom line is they are invested in him so they should be invested in his reputation management. Social credibility is not just the job of the personality anymore. In this marketing economy, the corporate world has to take care of what they’re invested in. And for Nike, that’s people (sports stars).

    Personally, I agree with a lot of the voices out there that think the ad was a miss and just a little creepy for the American public. If the ad was aimed at core stakeholders–people who already love Tiger–then it is effective. When you read the backstory of the ad and find out his Dad wasn’t actually addressing him in this little speech, it becomes a little cheesy in my thinking, I guess.

    Good conversation, Cory.

    Reply

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