Comments on: Out of the Woods http://www.viewfromthecorneroffice.com/branding/out-of-the-woods/ Mon, 06 Sep 2010 18:44:32 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Dave J. http://www.viewfromthecorneroffice.com/branding/out-of-the-woods/#comment-402 Dave J. Wed, 05 May 2010 03:22:54 +0000 http://www.viewfromthecorneroffice.com/?p=251#comment-402 You can say whatever about the ad, the situation, a fs Tiger. But it gets Nike past a tight spot in their communications. If they were going to keep Tiger, they had to do something, they couldn't ignore the elephant in the room. Later the brand will be remembered for its loyalty, and the uncomfortableness will be forgotten. How many movies have we seen with the fallen star whom everyone dumps? I give kudos to Nike for doing the right thing, if poorly executed. You can say whatever about the ad, the situation, a fs Tiger. But it gets Nike past a tight spot in their communications. If they were going to keep Tiger, they had to do something, they couldn’t ignore the elephant in the room.

Later the brand will be remembered for its loyalty, and the uncomfortableness will be forgotten. How many movies have we seen with the fallen star whom everyone dumps? I give kudos to Nike for doing the right thing, if poorly executed.

]]> By: esther buchsbaum http://www.viewfromthecorneroffice.com/branding/out-of-the-woods/#comment-401 esther buchsbaum Mon, 03 May 2010 15:30:11 +0000 http://www.viewfromthecorneroffice.com/?p=251#comment-401 Tiger…. I HATE Tiger - I hated the ad – I found it disturbing – creepy and insulting quite frankly – how dare they think I would/could fall for that BS was my first thought – I hated Tiger even more at this point! Now…the bad news…the fact that this creative (I use the term loosely) would result, was completely predictable. Nike has more resources than running shoes! They probably spend trillions of dollars on all kinds of research – but all it is actually is a pile of common sense and some basic instinct relative to human nature. The masses were sure to buy in! Men would go “WOW” what a guy I wanna be more like him and women would begin to “feel” the remorse and think “gee maybe he’s not such a bad guy and he was so close to his Dad and all, that maybe his death pushed him over the edge…” blah blah blah – the same excuses and emotional traps women tend to fall into. They played on human emotion and biology and it worked! Men will continue to buy sports equipment and female sales probably went up. Makes me sick but it is what it is. Nike knew exactly what they were doing – the creative was anything but original, but it was tried and true. So for the little push back they received the good FAR outweighed the bad – my humble opinion! Tiger…. I HATE Tiger – I hated the ad – I found it disturbing – creepy and insulting quite frankly – how dare they think I would/could fall for that BS was my first thought – I hated Tiger even more at this point! Now…the bad news…the fact that this creative (I use the term loosely) would result, was completely predictable. Nike has more resources than running shoes! They probably spend trillions of dollars on all kinds of research – but all it is actually is a pile of common sense and some basic instinct relative to human nature. The masses were sure to buy in! Men would go “WOW” what a guy I wanna be more like him and women would begin to “feel” the remorse and think “gee maybe he’s not such a bad guy and he was so close to his Dad and all, that maybe his death pushed him over the edge…” blah blah blah – the same excuses and emotional traps women tend to fall into. They played on human emotion and biology and it worked! Men will continue to buy sports equipment and female sales probably went up. Makes me sick but it is what it is. Nike knew exactly what they were doing – the creative was anything but original, but it was tried and true. So for the little push back they received the good FAR outweighed the bad – my humble opinion!

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