…and Nike is still good at advertising. Or are they? (Obviously, they still are. Phrasing is for drama build only. Imagine being read by deep voiced, Scotch-induced male. Late 50s.)

Here’s why it works:

It’s all the questions we’re dying to ask Tiger ourselves, but can’t. It’s taking Tiger from a golf (and Nike) icon to a humbled individual. Instead of glorifying him, it’s subtly chastising him. It’s making him seem, for once, an actual person who makes mistakes instead of a sports image who can do no wrong. It’s honest. It’s gripping. It’s memorable. And it’s completely unexpected.

Here’s why it doesn’t work:

Skipping over the fact that it’s his DEAD father talking, there is something creepy about the commercial itself. Maybe it’s the fact that Tiger looks actually apologetic, opposed to his calm, rehearsed persona. Apart from that, there’s just something uncomfortable with staring at this new Tiger. In addition, it seems like a bit of a cop out. Almost like he is using his dead father and his newly humbled position to trick us into forgetting and forgiving the mess he’s made.

But, then again, maybe that’s just me. Decide for yourself.

As always, thanks for reading.

– Sharon