While many Madison Avenue executives are slobbering praise over Nike’s latest controversial commercial featuring a somber Tiger Woods as he is reprimanded by the voice of his deceased father – main street America’s is responding much differently.
An online poll of 600 Americans by Flemington-based HCD Research shows that the favorable opinion of the Nike Brand dropped from 92% to 79% after watching the commercial. With 29% of the viewers saying they were less likely to buy products endorsed by Woods after viewing the creepy commercial.
I’m not surprised with these poll results. It is Nike’s pathetic attempt to capitalize on the reprehensible behavior of another athlete pitch man gone bad.
A Nike spokesman, reading from a statement, said “The ad addresses his (Tigers) time away from the game, using the powerful words of his father.” Really?
He neglected to say that those “powerful words” were carefully taken out of context from a 2004 interview that had absolutely nothing to do with the current situation.
A well-crafted, edgy commercial … too bad it didn’t fool the people who really count – the consumers.
After a series of controversial commercials over the years, I think Nike may come to regret this one. I know I have.