Stalwart sponsor Nike has released an advertisement referencing Tiger Woods' sex scandal on the same day the golfer makes his long-awaited return to competition at the Masters. In the 30-second black-and-white spot, Woods stares directly into the camera with a melancholy expression, while an overdubbed voice — that of his deceased father, Earl Woods — seems to interrogate him: "I want to find out what your thinking was. I want to find out what your feelings are. And, did you learn anything?" The remarks by Earl Woods, who died in 2006, were made in an unrelated context. The effect has made some commentators uneasy. Nike has chosen to "use a recording of a dead man out of context" in an effort "to profit from a scandal that has hurt many people," says Chuck Schilken in the Los Angeles Times "I find the whole thing to be really offensive." I don't think profit is the point, says Murray Wardrop in the London Telegraph. "The message appears to be that he has weathered the storm and is now getting back to what he originally became famous for." Watch the ad below:
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Some call Tiger Woods' new Nike commercial "offensive." YouTube
April 8, 2010
of The Week magazine.