Vulnerable Tiger Woods Haunted By His Dad's Words In Bold Nike Ad

Last Updated Apr 8, 2010 12:15 PM EDT

Only Nike could pull off the thoughtful commercial making the rounds on YouTube today as Tiger Woods returns to golf in The Masters today.


The 30-second ad titled "Earl and Tiger," is simply a study of the scandal-riveted golfer's vulnerable face with a short voice-over by his late father and mentor, Earl Wood. "Tiger, I want to find out what your thinking was, I want to find out what your feelings are and did you learn anything."

Nike is one of the blue-chip sponsors that has stuck with Woods during his sorted affair of the past four-and-a-half months. The ad, which sets the tone from where the Woods matter should go from here, airs on the NikeGolfYouTubeChannel, ESPN and The Golf Channel.

The Nike ad offers effective, sufficient reflection that puts a fine point on the blaring controversy and respectfully moves on to the sport. It also provocatively poses the questions many serious people insist have yet to be answered.

Quite appropriately, Nike chose to end the ad with its logo on a black screen without its long-standing motto, "Just do it."

Enough said. What do you think?

Earl and Tiger

  • Diane Mermigas

    Diane Mermigas has been a contributing editor and columnist at Mediapost, The Hollywood Reporter and Crain Communications as well as writing for such sites as Seeking Alpha, TrueSlant and BNET. In addition to speaking and television appearances, Diane consults with companies in digital transition, and is completing a book on the future of media.