Home Back Issues June 2010 Nike's ad leaves experts wondering

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

Measure 91: What Oregon Businesses Need to Know

Contributed Blogs
Wednesday, October 15, 2014
91 thumbBY DIANE BUISMAN

Some common misconceptions employers have about marijuana.


Read more...

The 100 Best Companies survey is open

News
Friday, October 24, 2014

100-best-logo-2015 500pxw-1How does your workplace stack up against competitors? How can you improve workplace practices to help recruit and retain employees? Find out by taking our 100 Best Companies to Work for in Oregon survey!


Read more...

Revenge Forestry

November/December 2014
Tuesday, October 14, 2014
BY JONATHAN FROCHTZWAJG

A flare-up in the Elliott Forest raises questions about détente in Oregon’s timber wars.


Read more...

Two Sides of the Coin

Contributed Blogs
Wednesday, October 22, 2014
22 twosidesBY JASON NORRIS

Historically, when the leaves fall, so do the markets. This year, earnings, Europe, energy and Ebola have in common? Beyond alliteration, they are four factors that the investors are pointing to for this year’s seasonal volatility.


Read more...

I Know How You Feel

November/December 2014
Wednesday, October 22, 2014
BY JESSICA RIDGWAY

Most smartphones come equipped with speech recognition systems like Siri or Cortana that are capable of understanding the human voice and putting words into actions. But what if smartphones could do more? What if smartphones could register feeling?


Read more...

Innovation: a critique

News
Wednesday, October 08, 2014
1008 innovation thumbBY LINDA BAKER | OB EDITOR

A Design Week panel discussion raises questions about how innovative we really are.


Read more...

The clean fuels opportunity

News
Monday, November 10, 2014
111014-dirtyfuel-thumbBY KIM MOORE | OB RESEARCH EDITOR

A market for low-carbon transportation fuels has a chance to flourish in Oregon if regulators adopt the second phase of the state’s Clean Fuels Program.


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