I'm going to half to chalk this one up to not having my morning coffee yet. That, or I've just totally missed the point (and I like to think of myself as fairly perceptive). But has anyone else seen the new Nike/Tiger Woods commercial??
It wasn't until a YouTube search - so I could share this little riddle with all of you - that I was informed that the speaking voice is that of Earl Woods, Tiger's deceased father. Tiger says nothing, which has par for the course lately (excuse the pun, it's early).
The only thing this commercial seemed to provoke in me was a creeping sense of discomfort. Did I miss something? Feel free to fill me in ... Seriously ... I really think I need an explanation. Anyone?
Click here to watch Tiger's Newest Nike Commercial.
The first time that I saw this commercial, I just kept thinking “WTF was that?!?”
ReplyDeleteApparently I’m not the only one. According to an article on Adweek, Tiger’s controversial ‘comeback’ ad failed on all fronts, per Ace Metrix scoring system.
Add evaluator Ace Metrix found the spot "scored well below norms for footwear ads ... garnering low marks for both persuasion and watchability."
“Ace gauged the clip using an online panel of 500 adults. The 30-second commercial, which featured a voiceover from Tiger's dead dad, received an overall score of 365 out of a possible 950 points. (The norm for spots in the apparel footwear category is 501). For persuasion, the ad scored 428 (vs. a 554 norm for the category), and for watchability it scored 459 (vs. a 567 norm). Ace said the spot, crafted by independent Wieden + Kennedy in Portland, Ore., was the lowest-scoring commercial in the category since a Nike/Serena Williams commercial that ran last September, around the time Williams verbally berated a line judge after a disputed call at the U.S. Open. That ad scored 353 overall. ”
Apparently the biggest reason why the ad failed was because of the disconnect between the voiceover content and Tiger’s expressionless stare (which lacked emotion and didn’t even attempt answer any of the questions.)