Have you seen the newest Nike ads with Tiger Woods? What a huge "thing" the ads are in social media right now! And why? Because Tiger Woods has problems in his private life currently, so he isn´t a good figurehead for a sport brand. Or that´s what media thinks.
Here's a picture if you haven't seen any of the ads:
It´s true that Woods' personal life has received tremendous scrutiny since his extramarital affairs came to light in 2009, and a slogan "Winning takes care of everyhing" makes Tiger look like a heartless and selfish person when thinking those problems in his private life. However, the slogan is a direct quote from Woods who replied with the line during the Tour Championship last year when asked about whether he was focused on the rankings. "Just winning," Woods said. "Winning takes care of everything."
Nike said to ABC News in a statement: “Tiger has always said he competes to win. When asked about his goals such as getting back to number one, he has said consistently winning is the way to get there. The statement references that sentiment and is a salute to his athletic performance.”
After publishing those ads and that that slogan "Winning takes care of everyhing", Nike has faced a lot of criticism, like "Disappointing message by Nike" and "Tiger Woods ad raises eyebrows". You can see that the picture people have of Tiger Woods right now turns against Nike and the image the brand has already attained. It doesn't matter how good golfer Woods is, but if he has lost his face and reliability, it doesn't matter how hard he tries to be a good golfer, how hard he tries and wants to win. And in that case, his slogan "Winning takes care of everything" really sounds heartless and absurd. Why should a customer believe in his words if he acts himself in a different way?
The more Tiger Woods loses his own respect, the more also Nike loses its customers' trust in a brand, that once appreciated values like self-confidence and a pure joy to play. The company that once brought us Just Do It, a phrase that motivated a generation to get back in the game and play ball, is now selling "sleep with people not named your wife in church parking lots, destroy your family, do so while its back is turned and as long as you win then Just Screw It."
Because all companies, at least the good ones, are really just selling a feeling, it really matters which celebrity is used in ads. Personally I think Nike got a huge media boom because of using Tiger Woods, and usually an ad which awakes feelings, even if it's anger or hate, is better than an ad that doesn't make you feel anything at all.
But do you think this kind of publicity was a smart move for the brand? Will it move product, build share, or spawn more backlash? I don't know, but at least I know that I for sure remember Nike better than Adidas when going a sports store!
Sources:
http://msn.foxsports.com/golf/story/new-tiger-woods-ad-shows-nike-has-lost-its-soul-032613
http://www.marketingmag.ca/news/marketer-news/poll-is-nike%e2%80%99s-new-tiger-woods-ad-the-right-move-75427
See ya,
Heidi :)
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