{"id":522856,"date":"2010-04-10T10:12:58","date_gmt":"2010-04-10T14:12:58","guid":{"rendered":"http:\/\/kempton.wordpress.com\/?p=10748"},"modified":"2010-04-10T10:12:58","modified_gmt":"2010-04-10T14:12:58","slug":"re-tiger-woods%e2%80%99-rebirth-brought-to-you-by-nike","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/522856","title":{"rendered":"re: Tiger Woods\u2019 rebirth brought to you by Nike"},"content":{"rendered":"

TorStar Rosie DiManno wrote an interesting and insightful piece, “Tiger Woods’ rebirth brought to you by Nike<\/a><\/strong>“. I’ve previously commented on the Nike\/Tiger apology ad<\/a>, here is an excerpt from Rosie’s article,<\/p>\n

“Just when it seems that Tiger Woods has got a grasp of scruples \u2013 which are not the same thing as morals \u2013 he puts his foot in it.<\/p>\n

To sell shoes.<\/p>\n

Allows Nike to exploit both his personal travails and the memory of a beloved father with the most distasteful TV commercial in recent memory \u2013 a creepy admonition from beyond the grave as Woods stares silently, sombrely, into the camera.<\/p>\n

Earl Woods is Dead Man Talking, his words from a 2004 documentary resurrected in a stark black-and-white ad that hit the airwaves on the eve of the Masters in Augusta, Ga. The commentary \u2013 he sounds like James Earl Jones playing God \u2013 is mystifying but larded with momentous dramatic import under the circumstances.<\/p>\n

[…] The current ad is Nike playing the dead dad card for penitence and profit. At best, it’s a wincing act of self-flagellation, the son mutely acknowledging how much he’s let down the one person he always strived to impress. It’s hard to believe Nike had the nerve to go there and that Tiger allowed it.<\/p>\n

Creatively, the commercial is effective in its evocative moodiness. Yet if it was a genuine statement that Tiger Woods wanted to make, one more expression of remorse \u2013 specifically skewed as contrite conscience to the ghost of his father \u2013 then there were more pure vehicles for doing so. Even a public service announcement, however weirdly presented \u2013 in aid of what, the pitfalls of sex addiction? \u2013 would have been more palatable. At least there would have been no grimy profit quotient attached.<\/p>\n

Instead, Woods has prostituted both himself and his father for the benefit of his most important sponsor \u2013 admittedly one of the few that have stood by the fallen star throughout his troubles.<\/p>\n

[…] The polite, hush-hush cathedral of golf at Augusta has provided a favourably made-to-order environment for Tiger’s Second Act. But it would have gone over better without the commercial break for penitent, papa and swoosh.”<\/p>\n

Filed under: advertising<\/a>, Love<\/a>, Lovemarks<\/a>, media<\/a>, people<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

TorStar Rosie DiManno wrote an interesting and insightful piece, “Tiger Woods’ rebirth brought to you by Nike“. I’ve previously commented on the Nike\/Tiger apology ad, here is an excerpt from Rosie’s article, “Just when it seems that Tiger Woods has got a grasp of scruples \u2013 which are not the same thing as morals \u2013 […]<\/p>\n","protected":false},"author":841,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-522856","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/522856","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/841"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=522856"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/522856\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=522856"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=522856"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=522856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}