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

Shifting Ground

November/December 2014
Wednesday, October 22, 2014
BY JOE ROJAS-BURKE

Bans on genetically modified crops create uncertainty for farmers.


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...

Political Clout

November/December 2014
Wednesday, October 22, 2014
BY KIM MOORE

Businesses spend billions of dollars each year trying to influence political decision makers by piling money into campaigns.


Read more...

Semiconductor purgatory

News
Monday, October 06, 2014
roundup-logo-thumb-14BY LINDA BAKER | OB EDITOR

Intel's manufacturing way station; Merkley's attack dog; Diamond Foods gets into the innovation business.


Read more...

The short list: 5 hot coffee shops for entrepreneurs

Contributed Blogs
Friday, November 14, 2014

CupojoeBY JESSICA RIDGWAY

Oregon entrepreneurs reveal their favorite caffeine hangouts.


Read more...

Gone Fishing

October 2014
Thursday, September 25, 2014
BY LORI TOBIAS

Business has been good to Laura Anderson, leading some to suggest she must be awfully lucky to find such success in a business notorious for failure. But luck’s had little to do with it.


Read more...

Podcast: Turn Things Around with David Marquet

Contributed Blogs
Friday, October 17, 2014
davidmarquet thumbBY TOM COX | OB BLOGGER

How can you move from a command-and-control leadership model to one of true empowerment and accountability? David Marquet did, and he took notes along the way.


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