Tiger, who's your Daddy?

How grim?  Adweek columnist Barbara Lippert knows Nike did what it had to do for Tiger, but who ever thought the agency would have the nerve to play the Dead Daddy card?  Did the Wieden + Kennedy creatives hold their noses when they summoned Earl Woods from the grave.  Obviously, with its whole golf division reeling during Woods' absence, Nike feels that Tiger, like a major bank on Wall Street, is too big to fail.  They need to bail him out somehow, to divert the attention away from the scandal and to move on to the game.  "Earl and Tiger" is like a palate cleanser -- meant to banish any lingering bad taste from the public's mouth -- that allows Nike to get on with the business of selling hats, pants, jackets, shoes, balls, clubs, etc.  Even in the land of new new media some old media turns still do the trick.

http://www.adweek.com/aw/content_display/creative/critique/e3i25d5a034c5bd6dc5c906e03c6740fc74
http://www.youtube.com/watch?v=5NTRvlrP2NU

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