In a bold move on Nike’s part, on the eve of the Master’s 2010, both ESPN and the Golf Channel aired the new Nike ad featuring Tiger Woods and created by Wieden + Kennedy. Woods says nothing in the ad, but faces forward looking solemn while a voiceover of his late father, Earl Woods, plays. He asks, “did you learn anything? Nike has been one of the few sponsors to stand by Woods since the uncovering of his “issues” in late November 2009.

Now, for my own commentary, which is more marketing-centric than opinion of Tiger. I think that Wieden + Kennedy did exactly the right thing, assuming they were asked by Nike “how do we fix the debacle that is Tiger Woods?”. The advert is compelling, pulls the viewer in and urges them to think beyond the behavior to the root causes. IMO. It does not excuse his behavior, but rather, takes the approach that he is, in fact, human, and does, in fact, make mistakes. Cheers to humanity in advertising. I think…