http://www.worldcorrespondents.com/new-tiger-woods-nike-ad-commercial-generates-mixed-reactions/882853 <-- this is the best link I could find with an intact video. It's gone from youtube, Nike's site, etc because of controversy. What's funny to me is that when you try and find the video on Nike's website, it just says "Sorry." in big letters. Nike's PR representation better get on that and word it more delicately... or they're going to have some angry people.
When I first watched this ad, I thought it was great PR. It sends the message of vulnerability. By using the voice of Earl Woods, Nike / Woods are saying that Tiger is not in a position of control. Tiger needed to depict that if his image were to ever improve.
I think the key element that made me like the video was that it didn't feel like an advertisement. Nike's symbol wasn't shown until the end, Tiger / Earl didn't mention anything about Nike, etc. It felt more like a message that Nike was standing behind Tiger and would continue to support him. A gamble, for sure: the support may hurt Nike in the short run, if anything.
Then the controversy exploded. Earl wasn't talking about Tiger when those words were recorded, his voice was taken out of context, they're exploiting the dead...
Well of COURSE Earl wasn't talking about Tiger's sex scandal when his voice was recorded. It hadn't happened yet. As far as exploiting the dead? I think the normal argument would be that using a dead father's voice would be painful to the family. Obviously, since Tiger was in the ad, he didn't have a major problem with it. I think at this point, the public is so mad at Tiger that people will find any reason to ridicule him. I'm not at all saying what he did was okay- but seriously, give the man a chance to get back on his feet.
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