Nike (NKE) has finally confessed that it has no decent explanation for why it made that disastrous TV ad in which Tiger Woods stares blankly while listening to the voice of his dead father. The ad was widely criticized as being either creepy or inappropriate, and some say it was the final straw that led to his wife’s decision to divorce him.
,
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Managers take heed: Your company’s acts will always be heavily scrutinized by your customers, competitors and investors. So if you’re going to do something controversial, make sure you have a good explanation for it. (It’s also yet another reminder that senior executives need to be given regular media training.)
Edwards said Nike did the ad because "We really focus on him as a great athlete and that’s the part that we care deeply about." At the same time,
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The problem here is that Tiger Woods’s athleticism has nothing to do with his voice. Every appearance of Woods the voice only drew more attention to the 120 mistresses while detracting from Woods the golfer. As Edwards scrambled to avoid answering whether the commercial was a mistake,
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Here’s what Edwards said when he was asked how damaging the scandal was for Nike golf:
I think that the reality on Tiger is that Tiger has made his position very clear. For us as a brand it was important for us to actually help get inside and how the athlete was going to and help tell that story. I think that at the end of the day he is still the best golfer in the world,
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That incoherent answer was typical. Here’s Edwards on the subject of whether Nike should have dropped Woods:
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And on whether the ad was a mistake:
No. I think you know we’ve always, we thought it was very important for the athlete’s voice to get out because it was kind of being lost in all the conversations. So the opportunity to actually allow him to get a message out in a very,
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The overall impression is that even though Nike has had more than a month to come up with a coherent rationalization for the commercial, there still isn’t one.
Of course,
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