The Nike Ad: Tiger the Brand Finally Conquers Tiger the Man

Why is the new Nike ad with a downcast yet proudly resilient Tiger Woods hearing the voice of his dead father making me so furious? It defies logic. After all, we just came through a week during which we saw film footage of the US military taking part in what is being called "collateral murder." Death threats have been sent to Democratic members of Congress by right wing lunatics for the crime of passing a healthcare bill that could have been penned by Mitt Romney. And then take Pope Benedict and his Catholic defenders. Seriously. Please take them. I'd suggest somewhere hot.

 

In the context of our enduring global fever-dream, a tacky ad in which Nike and Tiger conspire to exploit the memory of Earl Woods is hardly that big a deal--particularly since if Earl Woods were alive, he would have supported this exercise in grave robbing 100 percent. But the idea that Tiger and Nike would see the incredible turmoil that has engulfed Tiger's life as an opportunity to rebrand Tiger and sell us more swoosh-laden crap is simply sickening. Every single member of the golf media and every fan who has felt sympathy for his self-destructive plight should feel like a grade-A sucker. Every person impressed with his professed re-commitment to the Buddhist faith and his family should be deeply offended that it was all just a springboard aimed at cashing in. And every golf fan and pro golfer should be furious that he's shellacked another layer of controversy onto the most prestigious tournament on the tour, the Masters at Augusta.

 

There is a small part of me delighted that Tiger's awful ad will further cloud an event whose history of segregation and exclusion would even give pause to our Confederate Governnor of Virginia, "Robert E." McDonnell.

 

But any joy at the discomfort of grown men with ten figure bank accounts named Hootie and Billy is outpaced by the sheer cultural rock bottom that this ad represents, not to mention what it says about Woods himself.

 

I really believed that in the wake of his Odyssey of scandal and humiliation, there would be a showdown inside Tiger's soul between the brand and the man. I couldn't have been more wrong. There is no man, only brand. If he wants to dehumanize himself on his own time then more power to him. But this ad dehumanizes all of us. One thing however is abundantly clear: If Tiger loses this weekend, Nike loses as well. Neither deserves to make the cut, on the course or otherwise. Tiger the brand has now wholly consumed Tiger the man.

 

[Dave Zirin is the author of the forthcoming “Bad Sports: How Owners are Ruining the Games we Love” (Scribner) Receive his column every week by emailing dave@edgeofsports.com. Contact him at edgeofsports@gmail.com.]

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TIGER/DAVE

THERE ISN'T ENOUGHT ROOM TO SAY WHAT I FEEL, BUT I WILL TRY. WE ARE SO QUICK TO JUDGE TIGER WOODS, BUT ARE WE ABLE TO JUDGE THE MEDIA WITH THE SAME AMOUNT OF EXPOSURE. THE LAST TWO TIMES I HAVE SEEN YOU ON TV YOU HAVE BEEN FAIR, BUT IN THE BEGINNING OF TIGER'S ORDEAL YOU WERE NOT ACCURATE IN YOUR STATEMENTS. I WOULD LIKE THE CHANCE TO SPEAK TO YOU ABOUT YOUR COMMENTS. IF THE MEDIA WANTS PEOPLE TO BELIEVE THEM, THEN THEY MUST CONCENTRATE ON PRESENTING THE TRUTH.

I've Underestimated Tiger's Stupidity.

I once thought Tiger was fairly bright. His escapades took that opinion down several notches. He then had an opportunity to prove to his wife Elin (and her family) that he really wanted to rebuild the marriage and make an adult commitment to his 'loved ones'. What a real man of conscience would have done is to pass on the Master's, to show his family that they mean more than beating Jack's record. But no, he gave in to avarice once again, and made no sacrifice for his family.

To top it off, he has given the big OK to Nike to air one of the most pathetic, putrid, puerile ads in the history of Television, one that boldly pronounces 'Tiger Still Has Bad Judgement and Will Try Anything To Get His Fame Back!'.

And Linda, you don't have to SHOUT, we can hear you.

WTF

This ad is unspeakably crass. A new low watermark for even Nike. As well the B&W perspective apes the successful Gatorade `G' campaign from some months ago. This all makes me think TW's fall and immediate redemption (he missed no serious Golf, as the season had ended) was staged - a ploy for the jaded and desensitized consumer.

Hey, maybe TW even got to screw a few hookers as part of the scheme,

Dehumanizing

The ad is particulalry dehumanizing because it asks us to sympathize with someone for losing their father and falling by the wayside in the name of commerce. It carries a level of manipulation that is problematic and hurtful.

Father

The only thing that could have made this commercial tackier is if the camera pulled back to show his wife and kids and his mother having a picnic on his father's grave. A real man would have said I don't want to involve my father in this b.s. this is on me alone.

Walk on by . . .

Of course the best response would be to write a great article about how the supremecy of UCONN's women's basketball juggernaut has pulled the women's NCAA b-ball tournament into the mainstream media. Ya know . . . instead of letting yourself be "dehumanised" by writing TWO articles yammering and whining about stuff that's best ignored (especially if you want it to go away).

Thank you

For a right-on and well-directed rant.

the ad is stupid, but not dehumanizing

Lets be frank - i have absolutely no idea how this ad pitch and its creator weren't laughed out of the room. it's a very foolish and crude idea. however, i do not feel personally insulted by this ad (or any part of the tiger ordeal for that matter). i knew tiger was as much a brand as a person. but his actions are his choices, and this ad doesn't hurt me personally. we need to all get off our high horses and stop pretending that tiger has a moral obligation to us to be some sort of saintly figure and oblige all of our petty demands.

by the way everyone when you're done here make sure to check out www.arjun-allthingssports.blogspot.com for candid and insightful analysis. my nfl draft breakdown just went up, feel free to tear it to shreds!!!

Tiger Woods ad

I didn't interpret the Tiger Woods ad as a plea for sympathy, so I don't feel as "dehumanized" as others may feel. It may have been more of a plea for forgiveness and an attempt to show that he will work to make amends.

Maybe it's that I'm not as morally outraged by a sports figure who cheats on his wife, as Tiger certainly has not set a precedent in that regard. Babe Ruth, Mickey Mantle, Muhammad Ali, Michael Jordan, Julius Erving, Bill Russell, Charles Barkley, Chipper Jones and Rick Pitino are just a few examples of such sports figures. Ruth (according to his daughter) and Jones actually fathered children outside of their marriage (and Pitino may have as well, if he had not paid for his mistress' abortion).

As I would not want to be defined solely by my worst actions or words, I choose to let Tiger attempt to show that he is and can be more than just a guy who cheated on his wife, no matter how clumsy it may come across to many.

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Dave Zirin is the author of the book: "Welcome to the Terrordome: The Pain, Politics and Promise of Sports" (Haymarket). You can receive his column Edge of Sports, every week by going to dave@edgeofsports.com.
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