Tiger Woods hears from his late father as Nike addresses his time away from the game

Spot debuts alongside his return to the PGATour

Published on Apr 08, 2010

Editor's Pick

Nike brings Tiger back with a bold gambit.

A spot from Wieden & Kennedy and directed by Max Malkin boldly looks Tiger in the face as we hear the voice of his late father, Earl Woods asking what his son was thinking and feeling and asks if he learned anything.

The ad is meant to acknowledge his time away from the game after he was plagued with infidelity scandals.

Is this brilliant, or repugnant, or both?

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Apr 08, 2010
Wieden & Kennedy Portland
Creative Director:
Hal Curtis
Max Malkin
Production Company:
Pretty Bird
Jeff Selis
Associate Producer:
Felicia Grover
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Executive Agency Producer:
Ben Grylewicz
Executive Producer:
Kerstin Emhoff
Line Producer:
Nina Huang
Director, Photography:
Max Malkin
Editorial Company:
Joint Editorial
Matt Hilber
Assistant Editor:
Steve Sprinkel
Post Producer:
Terra Cloyes
Post Executive Producer:
Patty Brebner
Visual Effects Company:
Visual Effects Supervisor:
Leslie Ekkes
Visual Effects Producer:
Karin Joy
Mix Company:
Joint Editorial
Charlie Keating
Patty Brebner

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