Many Find Tiger Woods Nike Commercial in Bad Taste

Ever since Nike put out a recent ad showing a silent Tiger Woods listening to the words of his late father, Earl Woods, enough buzz has been created to have people looking at the ad and making it one of the hottest trends on the Internet, along with the Masters Golf Tournament (also featuring Tiger Woods). But if ads are designed to sell products, is Nike's loyalty to Tiger Woods a liability or a positive move for the company? The ad is getting plenty of negative criticism and many of those watching it are confused or turned off by the commercial, especially since Woods remains silent and expressionless, leaving viewers puzzled.

USA Today Poll Indicates Most Find the Ad to be Creepy, Not Cool

According to a recent USA Today poll , 66 percent found the ad to be "creepy" while a mere 34 percent thought it was "cool." The odds don't seem to be stacking up in Woods's favor. Like so many ads that miss the mark, this one seems to be aimed at portraying one message while really communicating quite another one to viewers. Most don't find it a positive ad and that isn't great news for either Tiger Woods or Nike

What Message Does Nike Want the Tiger Woods Nike Ad to Convey?

That is literally the million dollar question and missing the mark could cause a negative backlash for Nike. Some interpret the ad as an indication that Nike is using the words of the late Earl Woods to question his son's motives and perhaps even to scold him. If so, is that really going to help Nike sell shoes or golf shirts or any other product? Are people likely to applaud Nike for airing this ad - or will they be spellbound for a moment and then wince and turn away from the screen?

Why did Tiger Woods Agree to the Nike Ad?

Perhaps it is a sign of his continued guilt and an indication that he feels that he made mistakes in his personal life. His father's words, his silent expression...both can be construed as sorrow and even atonement, although Tiger doesn't say a word. He lets his father ask the hard questions, but he doesn't answer them. His face is still a mask, neither looking embarrassed or notably shameful. He is simply there, letting the words continue to serve as reminders of his actions and the questions, this time coming from his late father, questions that remain unanswered - about Tiger Woods's feelings and what he learned (all points raised in the taped words of the late Earl Woods).

By agreeing to the ad, perhaps Woods hoped that he would appear sorry for all he'd done and that the public would forgive, forget and move on. But how long does he - and Nike - intend to drag out the whole series of scandals and problems? To add to the strangeness, they've taken the words of a man who can't truly voice his approval or disapproval about how his words were used.

Should a Different Nike Ad Starring Tiger Woods Have Appeared Before the Masters Golf Tournament?

The timing certainly seems odd. Woods has a chance to redeem himself as a champion golfer at the Masters Golf Tournament, so it seems strange that any golf fans would be reminded of his past actions at this point. The point of most commercials seems to be to sell a product. In this case, the message seems to overshadow any one Nike product and leaves those watching with a feeling of confusion and awkwardness, particularly with Woods remaining silent.

Source:
YouTube video of Tiger Woods Nike Ad here
USA Today poll, April 8, 2010 here