Zombie Advertising

By now, you all have seen it. The first Nike advertisement with Tiger Woods since Thanksgiving revealed an emotionally, morally, spiritually empty facade of a man. Since then we have seen the headlines, read the reports, watched the contrived press conferences, speculated on how many more are out there and even marveled at his incredible golf ability.

Nike has done something remarkable here. They have the entire country talking about them. Nike is very similar to the software giant in our backyard - Microsoft. Few people really "like" them or give them excessive praise, but everyone uses them, or their software. Nearly everyone has a pair of Nike shoes or some article of Nike clothing. They aren't the most glamorous company, the most by the book company, or the most respectable company, but they are compelling in their advertising.

Nike's new Tiger ad portrays the fallen golfer as a wounded hero. The ad is black and white, showing an emotionless Woods staring straight into the camera with no emotion. Tiger blinks five or six times throughout the 33 second spot, but that is all.

The voice you hear is that of his father Earl Woods. His father who died in 2006 after a bout with cancer. The ad portrays Tiger being lectured by his father asking him if he has learned anything from his carousing. The answer to that question remains to be seen, but his sincerity can certainly be viewed fairly plainly. Since Tiger's orchestrated statement, it was been three months and as of today, he is back on the golf course. It doesn't appear that he has a great concern for his family back home in Florida or Sweden, or wherever they are this week.

The creepiness of the advertisement is palpable. Tiger's deceased father lecturing him or giving him advice while his zombie-like son stares directly into the camera is enough to make even Nike stock-holders squirm.

Take a look for yourself. Listen to Earl. Look into Tiger's eyes and try and see sincerity. Good luck.