Was Nike’s Tiger Ad (or is it Tiger’s Nike Ad) the Right Play?
Image spots are more branding efforts than direct product messages. This was a coup in that regard, but it was much more. This advert has been on every major newscast, including leading last night’s Sports Center, this morning’s Good Morning America and every TV media outlet in between. The ad will be in 2011 edition advertising textbooks and will serve as a landmark case study in public relations.
The “1984″ Apple commercial Chiat Day produced aired but once; to this day, it has relevance and legs (and not the kind on your wine glass). This Nike ad is even bigger, because it has social applications, and it casts the world’s most popular athlete, by almost any metric.
Was it a slight-of-hand, diverting our attention? Sure. Was it exploitive of a dead man? Probably. But whatever you think about the commercial, it was effective. In terms of dollar-value of the media coverage alone, it was a landslide. In terms of Tiger, the reaction of the crowds and his performance today should be a resounding answer about the viability of his brand.