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Earl and Tiger Nike TV Ad Connects with Fathers’ Sensibilities
Published: April 8, 2010
Nike continues to push the envelope, creating ads that break new ground, inspiring us to move forward and “Just Do It.” From the Brazilian national team ad featuring star players happily kicking the ball around at an airport, to elite athletes like Dwyane Wade and Manny Pacquiao training and playing as if their lives depended on it, Nike TV ads seldom fail to elicit a visceral reaction.
The new “Earl and Tiger” ad continues this brilliant streak of deeply emotional Nike TV ads, breaking away from the clutter and commanding a strong reaction.
The ad features the voice of Tiger Woods’ father, Earl Woods, talking to a somber Tiger stoically staring into the camera as if looking at his father and respectfully accepting his reprimand.
Earl Woods’voice says the following words: "Tiger, I am more prone to be inquisitive, to promote discussion. I want to find out what your thinking was. I want to find out what your feelings are… and did you learn anything?"
To many of us who are fathers of sons, the words sound entirely heartfelt, thoughtful and loving. Words that any loving father would want to say to his son if he was doing something wrong, something destructive.
Most people think that Tiger had a great father (not perfect, of course. Who does?). But everyone knows that Earl loved Tiger dearly.
That is the core reason this ad works. It is a story of a son making a big mistake and getting back on track inspired in part by the love of his father.
There is no doubt in my mind that Earl, who passed away in 2006, would have wanted to be part of his son's rehabilitation in any way he could. As such, using his voice as part of the campaign is entirely appropriate and ethical.
Having said that, there are...
Article Source: Bleacher Report - Golf
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