Nike’s “Earl and Tiger” TV commercial has created a lot of reaction, good and bad, since it aired on April 8th, one day before this year’s Masters tournament. Reviewers have called it everything from creepy to ironic to brilliant. It certainly has elements of all these. Creepy to have Tiger’s father talking to him from beyond the grave. Ironic to have the philandering Earl taking Tiger to task, however gently, for the same transgressions he was guilty of. Brilliant on Nike’s part to stay on the moral high-ground while not turning their backs on Tiger by humanising him. And also brilliant to show some bravery for their brand.
Is it creepy that Tiger would allow himself to be used in this way? I think so, but I also believe this about payback. Tiger didn’t need to do this for money: in May 2009, Forbes magazine estimated that Tiger Woods’ total net worth was $600 million, and his career earnings total over $1 billion. Nike has been his single biggest sponsor.
Nike’s annual sales are almost $5 billion, and for many years now, Tiger has been their biggest single brand endorser. Nike stood by Tiger through his personal disaster (and they are the only major sponsor that did) partially because they had to and partially because they believe they can be part of the solution in his professional recovery. As long as he can win tournaments again. And isn’t this what sports is really all about: trying, winning, failing, trying and winning again?
“Earl & Tiger” is what Tiger owed Nike for standing by him in his worst personal moment. And in a rare and wonderful confluence of events, look what happened:
- In his return to the PGA Tour, the 2010 Masters, Tiger played very well early on and finished respectably.
- The man who won, Phil Mickelson, is a poster boy for strong family values.
- Nike looks brilliant.
