So I've been lightly reading the kerfuffle and conversation surrounding the new Nike ad featured Tiger Woods, with an overlay of the voice of his father, Earl Woods, taken from an interview in 1994.
Here's the ad, if you haven't already seen it:
Of the ad, Tiger has said: "...I think any son who has lost a father and who meant so much in their life, I think they would understand the spot."
I'm not a son, but I've lost a father and I have to say the ad makes me very uncomfortable. I'm not sure I do understand the spot.
While it might be "...very apropos. I think that's what my dad would say," the context of an advertising spot, intended to sell Nike gear, seems...a little wrong.
I've no doubt Tiger might have turned to his dad for guidance during the fallout from his recent troubles. But would his dad have chosen that forum to have that conversation with his son? I think not.
I find the ad very powerful and I think it's a very public reckoning for Tiger. But I still gotta say...it makes me uncomfortable. It just doesn't feel respectful to the memory of his dad. Just my .02
By the by, hearing your father's voice from the past can be an eerie thing. I recently found a video of my dad giving a presentation. It was filmed about five years before his passing. The Good Man and I watched it, and I found it difficult and a bit disturbing. And oddly, in some ways, comforting.
I've no plans yet to use it in a marketing campaign. I'll keep you posted on that.....