Time Wednesday at the Georgia, Nike launched a new television ad in which ads appeared Tiger Woods's images and the voice of his late father,Earl.Obviously,Nike want to play family cards before Tiger Woods comeback at the US Master to make people forgive the actions of this golf superstar.The ads was held one day before U.S. Masters,while ESPN and the Golf Channel were broadcasting on the U.S.
This is a black and white ad.In the commercials,Tiger Woods is facing the camera seriously by without speaking. On the background is his late father, Earl's speech:talking about the play of responsibility."What have you learn form what you have done?" Earl Woods says.
Tiger Woods completely grounded after the accident on Thanksgiving.His affair incident cases have been exposured one by one.During days,he has to receive sexual addiction treatment. Tiger Woods is the spokenman of several corporates,but since the scandal erupted,three main sponsors have away from him.
Wednesday's Nike ad Tiger Woods's first television advertisement after the number of events.Nike is one of the sonsores who still suport him after his affairs.Tiger Woods is the main spokenman of Nike Golf,when he begins campaign in Augusta,he will use Nike clubs and golf balls on tournaments. "We support Tiger and his family. When he returns to competitive golf,the ad using his father's words to emphasize his life outside of golf." Nike said in a statement.
Experts said that Nike met trouble in ad for the players was common.Before they mentioned the issue of basketball star Charles Barkley.In a Nike ad, NBA star Charles Barkley said as the following: he should not become a model.
The Head of Sports Communication Department of North Carolina University John Sweeney said:In fact,other companies generally avoids the issue of the endorsers in the advertising,but such a well-known athletes,and the scandal has been made more open,they can hardly avoid.Some people may question Nike's action that using Tiger Woods's father to solve the question of golf star,but from the point Nike，it is reasonable."You have been tied together with this person,how can you remeshing together?" John Sweeney said,Now we can not do this in a perfect environment, we need to face reality.He comes back.How can we emphasize this problem?"
The campaign also strongly shapes genius image by Earl Woods. Indeed,his father played a significant role in lifeof Tiger Woods.Earl Woods was not just the teacher,but Tiger's early success also partly due to Earl Woods.In fact, the ad with Tiger Woods' apology is in tune. Golf star mentioned several times in public on his way back that why he was at fault because he deviated from the parents' values.
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