Apologizing is never easy.
And turning an apology into a brand rebuilding exercise is challenging to say the least.
To me, Tiger Woods answered the questions at Masters press conference a few days ago reasonably well a few days ago. And I was ready to move on as we all have made mistakes in our lives. And I think we also had enough fun and laughs of Tiger’s private mistakes for long enough (the worst are those Chinese newspaper (Apple Daily Taiwan) YouTube clips from).
Sure, the following ad featuring the voice of Tiger’s deceased father Earl Woods will work for some people. Black and White, very solemn.
Unfortunately, it didn’t work for me. It cheapens the apology. Worst, it cheapens his dad image. Yes I know most dads (dead or alive) would be willing to go to any length to help a son in trouble but when the decision is decided & approved by the troubled son with zero input from the father, it feels different.
If an ad/apology has to be made to rebuild the brand (I agree on this need), I would wish they could find a voice clip of Tiger when he was little or young, asking for some help (or forgiveness) from his dad.
The apology and brand rebuilding should come from Tiger himself and in his own voice. Ultimately, when we are old enough to drive a car (thus potentially killing people if we were drunk and driving), we are accountable of our own actions and mistakes.
Filed under: advertising, Business, Creative, ethics, Love, Lovemarks, united states, Video, YouTube 
