Nike Unveils Embarrassing New Woods Spot

Headshot of Tim Nudd

Here's the new Nike spot from Wieden + Kennedy that broke Wednesday ahead of Tiger Woods's return at the Masters. It's pretty cringeworthy. It shows Woods soberly looking into the camera, as you hear his late father Earl. "I want to find out what your thinking was," Earl says. "I want to find out what your feelings are. And did you learn anything?" It's comical that Nike is now sponsoring Woods's atonement, which of course cheapens it—and then you throw Earl Woods into the mix, and it cheapens him, too. Woods isn't the devil, but he did embarrass himself and his sport—did they consider maybe not packaging that into a stylish and "meaningful" 30-second sales pitch? For all his talk about being more humble, this ad shows that Woods hasn't changed, and explains a lot about how he got himself in so much trouble in the first place. UPDATE: Jason Piroth puts it more succinctly. In one sentence, in fact.

@nudd Tim Nudd is a former creative editor of Adweek.