Creative Criminals

Celebrity endorsements can be good for the reputation of a brand, but what if these celebrities are part of a scandal? This will be bad for the celebrity/athlete AND for the brand. In this case we are talking about Tiger Woods, the American golfer who has been scandalized for the past few months now. As we speak he is making a comeback, and he is still being sponsored by Nike. How can a brand like Nike work on Tiger’s reputation? They can point to his amazing achievements and talent in the sport, but they can also just admit he has been wrong. That’s what Nike did in this ad. And they used a really powerful instrument for it. Tiger Woods his father ‘Earl Woods’ is asking his son for an explanation. Who can confront someone more than his own father? Really simple yet really good!