The Nike - Woods Ad – Brilliant or reckless opportunism

I had to come out of blog writing retirement to comment on Nike’s new Tiger Woods television campaign. I am fascinated to understand how Nike sold this concept to Tiger (or did money do all the talking). But I am more confused about how this advertising builds on the Nike brand essences of “authentic athletic performance” that has been translated into a number of slogans such as “Just do it!” and “I can.” On the surface this seems more like being opportunistic and trying to capitalizing on a situation for pure awareness sake. Benetton the Italian clothing retailer comes to mind with their outrages, shocking and provocation advertising for the pure purpose of getting noticed. There are some benefits to be controversial. Some brands make a living pushing the boundaries of free speech and defining what is or isn’t acceptable like Benetton, Calvin Klein, Jerry Springer and Howard Stern. But where is the line? How does a brand built on celebrating physical success with positive human emotions sink to the stark image of Tiger Woods being judged by his dead father? When does this type of advertising start pushing people away or at least start the conversation of whether this brand fits their image. Maybe Nike is going somewhere some people aren’t willing to go. The judgment is still unclear as to whether this campaign is brilliant or just reckless opportunism.