Tiger Woods’ latest ad draws flak
PGA » Critics say ad quote is inappropriate in light of past problems.
The Associated Press
New York • Maybe winning doesn’t take care of everything.
Nike is causing a social media storm with its
latest online ad showing a picture of Tiger Woods overlaid with a quote
from him, "Winning takes care of everything."
The ad, posted on Facebook and Twitter, is
supposed to allude to the fact that the golfer recovered from career
stumbles to regain his world No. 1 ranking on Monday, which he lost in
October 2010. But some say it’s inappropriate in light of Woods’ past
marital woes. It’s the latest controversy from the athletic giant who
has recently had to cut ties with biker Lance Armstrong and runner Oscar
Pistorius due to separate scandals.
Woods has long used the phrase — at least since 2009 — whenever reporters ask him about his or other golfers’ rankings.
The ad has garnered more than 8,000 likes and
2,000 shares on Facebook, as well as hundreds of comments, many
congratulating Woods on the ranking, but others commenting that the ad
sends the wrong message out in light of Woods’ past problems. His 5-year
marriage to Elin Nordegren collapsed in 2010 after multiple affairs
came to light.
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Others responded on Twitter. Annie Kessler, 25,
in Columbus, Ohio, tweeted that the ad was a "poor choice" for Nike.
She said in an interview that she felt compelled to tweet because even
though she understands why Nike would want to promote Woods, the phrase
itself is inappropriate because of Woods’ past infidelity.
Nike spokeswoman Beth Gast said that the ad references Wood’s refrain that he competes to win.
"When asked about his goals such as getting
back to number one, he has said consistently winning is the way to get
there," she said in an email response to a query. "The statement
references that sentiment and is a salute to his athletic performance."
Allen Adamson, managing director of branding
firm Landor Associates in New York, said the ad signals that Nike
believes it is time Woods — who in addition to his new No. 1 ranking is
now in a much-touted relationship with Olympic ski champion Lindsey Vonn
— is back in the spotlight.
"They’re looking at this and saying, ‘Time has
passed, he’s winning again, it’s time to turn up the volume on our
association,’ " he said. "But it’s risky when you associate with a
celebrity only based on winning or losing. Consumers care about how you
play the game: both the actual game and the game of life."
Marketing consultant Laura Ries was more positive on the move.
"The reality is what he said is true," Ries said. "Whether or not they should have said it in an ad is another story."
The ad comes after Nike has had to sever ties
with two other high-profile athletes. It dropped Armstrong in October,
before Armstrong himself came clean in January, citing insurmountable
evidence that he participated in doping and misled the company about
those activities for more than a decade. And in February it suspended
its contract with Oscar Pistorius, the double amputee runner from South
Africa charged with premeditated murder in the Valentine’s Day killing
of his girlfriend.
Nike never cut ties with Woods when his scandal
broke in 2010, and even tried to help resuscitate his image with a
black-and-white ad four months later featuring a voice-over by his late
father.
-------------- Salt Lake Tribune
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