HAPPY FATHERS DAY TIGER
The new NIKE ad coming out for Fathers Day features a tribute to Earl Woods and his son, golf phenom Tiger.
Last night fellow blogger within,without from http://spaceshipsnippets.blogspot.com/
and I had a lively discussion about the whole concept.
Is it simply crass commercialism capitalizing on the recent passing of Earl or a remarkable opportunity for Tiger to tell the world how much he loved his dad?
I'll start with w/w's notion that it was a blatant exploitation and that NIKE was abusing the emotional content to sell sneakers.
That's all of the space that I am willing to give his misguided conspiracy theory nyeh! We're besties he can take it.
Now for the correct interpretation.
Let us for argument sake all agree on a few things.
A. Tiger Woods is a marketing dream. Handsome, multi ethnic, eloquent (for a professional athlete), and astonishingly superb at the game of golf (which btw is a
Game and not a Sport ) and doggonnit people like him.
B. Earl Woods is synonymous with the very idea of the
All American Dad who invested his life into a son that he adored.
Thanks to the aging Baby Boomers, Golf is now hugely popular and Tiger is the de facto generation crossing icon.
NIKE pays Tiger Millions of dollars because Tiger embodies everything positive about sports.
Of course they want to sell you sneakers.
Everybody wants to sell you something!
Nowadays I believe that we as consumers are savy enough to realise this. We can still choose to buy other brands.
I once was a writer and producer of TV commercials so I know something about creating a feel good spot. It is true many that homo escapeons adorn themselves with recognisable brand name articles believing (ugh?) that there is somehow a transference of identity and status associated with wearing a logo on your rear end, hat, sneakers, car, sunglasses, baby carriage, or anything else for that matter.
However, a 500 lb rapper, for instance (bad example), in all of the adidas getup and prerequisite bling, is obviously not mistaken for actually having attained the physical prowess or the financial wherewithall of iconic superstars like David Beckham, Wayne Gretzky, or Tiger Woods.
Kobe Bryant was once on this list but crossed the line with his extramarital meaderings. The ridiculous 400? carat ring that was given to his wife as a peace offering firmly destroyed his marketibility and imploded his credibilty.Now his star has fallen, but there are some very short attention spans in the world of sports fanatics.
In the precarious world of icons Tiger is still clean as whistle.
Lets face it, we all have labels attached to us but if you can somehow BRAND yourself then you've got it made in this world!
In conclusion, I believe that Tiger had the remarkable opportunity to pay tribute to his father and regardless of how many sneakers the NIKE ad sold he was just showing his gratitude and love for his dad.
Because he can.
Am I too naive?