Nike's ad leaves experts wondering

| Print |  Email
Articles - June 2010
Thursday, May 27, 2010
0610_ATS08PORTLAND Nike’s jaw-droppingly weird Tiger Woods ad, produced by Wieden + Kennedy and featuring the voice of Woods’ dead father, continues to garner attention (3 million-plus hits at nike.com and counting) because, advertising experts say, it doesn’t say anything.

Ads encourage people to buy goods, support causes, or think certain thoughts. Past Nike ads sent messages as direct as “just do it.” But viewers are left in the Woods’ ad to decide what to think about Woods’ recent shenanigans.

“There’s no telling in this ad. It’s so much more contemplative than almost any other ad anywhere,” says Kim Sheehan, a University of Oregon advertising professor.

The ad, says Jeremy Mullman, sports marketing reporter for the industry publication Advertising Age, subtly places Nike above any backlash, while continuing to identify Nike with Woods. That will result in financial benefit once things blow over, Mullman predicts.

Nike has backed controversial athletes in the past. But, says Mullman, it’s the first time Nike has produced an ad about an athlete so soon after the controversy. Nike re-introduced Kobe Bryant over years, not months. But those ads were clearly supportive of Bryant, unlike the Woods ad.

“It’s almost suggesting that Nike isn’t sure” what to say about Woods, Sheehan says.

AMANDA WALDROUPE

 

 

More Articles

Tackling the CEO-worker pay gap

January-Powerbook 2015
Thursday, December 11, 2014
BY OREGON BUSINESS STAFF

An SEC rule targets the disparity between executive and employee compensation, reigniting a long-standing debate about corporate social responsibility.


Read more...

7 industry trends of 2015

The Latest
Friday, January 09, 2015
covertrends15-thumbBY JACOB PALMER | OB DIGITAL NEWS EDITOR

Industry groups identify top trends for 2015.


Read more...

Light Moves

February 2015
Monday, January 26, 2015
BY JACOB PALMER

Fittingly, Light at Play — a business whose sole purpose is to create mesmerizing ambience — was conceived at Burning Man.


Read more...

The Human Factor

February 2015
Monday, January 26, 2015
BY BRIAN LIBBY

Matt French opens up South Waterfront.


Read more...

Editor's Letter: Power Play

January-Powerbook 2015
Thursday, December 11, 2014

There’s a fascinating article in the December issue of the Harvard Business Review about a profound power shift taking place in business and society. It’s a long read, but the gist revolves around the tension between “old power” and “new power” as a driver of transformation.


Read more...

The short list: 4 companies engaged in a battle of the paddles

The Latest
Thursday, December 04, 2014
pingpongthumbBY JACOB PALMER | OB DIGITAL NEWS EDITOR

Nothing says startup culture like a ping pong table in the office, lounge or lobby.


Read more...

Corner Office: Marv LaPorte

January-Powerbook 2015
Saturday, December 13, 2014

The president of LaPorte & Associates lets us in on his day-to-day life.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS