Backlash from Tiger Woods 'Winning Takes Care of Everything' Ad
By @jschonb on March 28, 2013
BlogHer Original Post
Nike is causing a media firestorm with its latest ad showing a picture of Tiger Woods with the tagline, “Winning takes care of everything,” a phrase he often uses with reporters when asked about his ranking.Just days after Woods regained his status as world No. 1 by winning the Arnold Palmer Invitational in Orlando, Nike capitalized on the golfer's success by releasing this controversial ad online.
Image via Facebook
Many believe the ad is inappropriate in light of Woods’ past marital woes. You may remember that the golfer's five-year marriage to Elin Nordegren collapsed in 2010 after multiple affairs came to light.
It’s the latest controversy from Nike who has recently had to cut ties with biker Lance Armstrong and runner Oscar Pistorius due to separate scandals.
Nike continued to back Woods when his scandal broke in 2010, and even tried to help resuscitate his image with a black-and-white ad four months later featuring a voice-over by his late father.
LA-based sports marketing guru David Carter told USA Today:
The tagline will reinforce both people who support Tiger or are put off by him. For some people, this will be seen as another case of an athlete who doesn’t understand how a big part of society views what he’s done
Nike has defended the action, with spokesperson Beth Gast telling the Daily News:
When asked about his goals such as getting back to number one, he has said consistently winning is the way to get there. The statement references that sentiment and is a salute to his athletic performance.
Tiger is slowly rebuilding his image, nearly three years after his public infidelities came to light. He's currently dating skier Lindsay Vonn, and judging by his performance on the course on Monday, things are looking up for Tiger. He's back on top of the leaderboard for the first time since October 2010.
Right or wrong, the reality for athletes (and many others) is that winning often does take care of things and help people forget about the past. And Nike likes to stir the pot. Will the public respond positively or will they just piss everyone off this time?
What do you think of the redemptive appeal? Insensitive or not a big deal?
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