Friday, April 9, 2010

Creative Excellence Fridays - Has Nike lost its mind?

Frankly, I'm tired of the Tiger. The media has put far too much coverage into Tiger, the man, this week. I'd almost prefer he put a bag over his head and simply play golf. When you stand at the Metropolitan in New York and stare at a Picasso or Pollock, you don't think about their misogynist, self destructive tendencies. You look at the art.
What I have a problem with, is an advertiser with deep pockets exercising incredibly bad timing and judgement.

In the Nike boardroom, I'm sure the conversations of creating a "revive the brand Tiger commercial" were greeted with fist pumping and high fives.

The public, however has greeted the commercial with disdain. Which is so unfortunate given how well he was received yesterday on the course from his first tee off. The public seems to have accepted that Tiger has his personal demons, as do we all in some form or fashion.

But the Nike commercial has not been well received. If you haven't seen it, Tiger's late father posthumously speaks from the grave to Tiger as he stands there and looks contrite. The idea of allowing a corporation to rifle through your personal recordings until they could "find something they could use" to "regenerate the brand" is disgusting.

On the Colbert Report last night, the commercial was ridiculed, replacing Tiger's father's voice with that of Ward Cleaver. The parody was funny. The original spot, embarrassing, self serving and very poorly timed.

Tiger has made a lot of poor decisions personally in his life. Allowing the memory of his father to be manipulated into a brand rebuild is definitely another one.

On a positive note, here's a much talked about brand rebuild that has become a huge success.

Since this commercial first launched on YouTube Feb. 4, views have skyrocketed to nearly 2.9 million. Actor Isaiah Mustafa, also appears in a smoking jacket in another perfectly cheesy spot on the Old Spice Web site, declaring that women "should smell like butterflies and salt water taffy" and men like "jet fighters and punching."

Since the commercial first aired, Mustafa's career prospects have also skyrocketed.

The over the top campy delivery has gone a long way to reviving a brand that, for a long time, was regarded as the aftershave you bought your grandfather at Christmas. It's now in the same league with Axe and other contemporary brand category leaders.

Have a great weekend!

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