I can’t believe I am doing this. Writing about Tiger Woods again (see Lions, Tiger Woods and Branding). I hope he’s happy, getting the attention and chaos surrounding his mass media Master’s reunion.
And now Nike, the last standing sponsor is back too. Fast Company says it best. Call Tiger the comeback kid. Call it a last ditch effort on the part of Nike to save a massive product line based on his image. Call it what you will. I call it creepy.
What’s a brand to do when the main pitchman goes rehab and then returns to the public arena? Anything but turn his dead father into a postmortem parental talking-to ad campaign.
You may say, “Hey if you’re writing about this then something must be working.”
To that I say: “Sorry Nike, this one doesn’t work. It’s a turn off, makes no sense, feels wrong with a capital W.”
Marketing Sling: Breakthrough campaigns are critical, attention grabbing content is even better but connecting with consumers is critical. Selling out your brand for a social/moral/personal talking-to spot (even though it is timely) isn’t compelling — not even when it comes from the grave.
Can’t we just let Tiger play golf and let Nike return to compelling ad campaigns we connect with and love.
Just do it.
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I’m with you! What were they thinking?!