Writing the Pine

A lot of people seem to think Tiger’s new Nike ad is controversial because it features his father, Earl’s, voice.  I happen to think it’s genius.  Wieden+Kennedy proves once again they are one of the best (if not the best) advertising companies out there.  They obviously got Tiger’s consent to shoot the commercial and probably his mother’s too.  As a matter of fact, they also probably thought the idea was genius.  Every article I’ve read about Tiger these past five months have always mentioned his father and what he would’ve thought about what Tiger did (not to mention wild ambien sex and owning certain body parts).  So Nike took with that and ran.  The ad doesn’t do anything but focus on Tiger and it uses that classic slow zoom-in technique (Wii, a little help here with the terminology buddy?)  At the end of the commercial, people can’t help but to think themselves, “What WERE you thinking Tiger?”  (Although for many of us young males, we know exactly what he was thinking.  The question that should’ve been asked is “Why the hell did you get married?”)  Nike couldn’t run any more ads without addressing the situation and they couldn’t have done it any better.  Bravo Nike and bravo W+K.