Marketing is about controversy. The more controversial, the better the buzz with online video and other New Media channels. And the more bang for the buck you get. But what do you think of the new Nike ad featuring Tiger’s deceased father? Is it brilliant marketing, or shameful exploitation?
The new Nike commercial features a recording of Woods’ deceased father, Earl, gently but firmly admonishing Tiger. The recording was made long before the controversy about his extramarital affairs exploded. Earl Woods, who died in 2006, urges Tiger to live a just life and learn from his mistakes.
Watch the 30-second spot and talk-back
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Personally I think the whole thing is silly. He slipped up (oooops….OK, lots of “slips”) LOL! . . . but it’s his life. No one but the companies he endorses has the right to judge him and pass sentence. He’s not a politician and holds no responsibility to me or anyone else in the general public. If you feel otherwise, you can judge with your wallet.
Is the commercial shameful? Well, in my opinion; it’s not my dad, it’s Tiger’s. It’s his choice. That aside, all I can say is Nike has gotten more free buzz since the ad was released — with off-line coverage and with online video, New Media and Social Networks — than they have in a lonnnng time.
What’s your opinion?
Is this a brilliant marketing move or a shameful ploy?
John Paul Micek is founder of RPM Success Group ® Inc., the leader in software, systems & strategic coaching to double your bottom-line in under 12mos in the New Economy. QuanSite New media marketing software is one of those resources. He is author of the first published book on New Media marketing, the best seller Secrets Of Online Persuasion.
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