Posted by Sheila Shayon on April 19, 2010 10:18 AM
Nike’s calculated gamble with the controversial Tiger Woods commercial, “Did You Learn Anything?” didn’t pay off.
The spot scored very low in ad metrics, failing in “watchability” and influence. The now infamous 30-second commercial was tested in an online group of 500 people by Ace Metrix, and scored 365 points out of a possible 950. The norm for footwear ads is 501.
The Tiger ad placed just above the lowest-scoring ad on record – the one for Serena Williams, also for Nike, when she screamed at a judge during the 2009 U.S. Open. That ad score was 353. Both Nike ads were produced by Wieden + Kennedy, Portland, Oregon. So why did Nike's Tiger spot fail to catch viewers?
JuYoung Lee, Ace co-founder and chief scientist, commented to Brandweek, "the main reason [Tiger's] ad failed to resonate creatively is because there is a disconnect between the voiceover content [featuring snippets from a 2004 documentary featuring Earl Woods] and Tiger Woods' expressionless stare. There is no hint of emotion or trying to answer the questions."
Comments from Ace panel participants included: "Commercial is in very poor taste -- using his dead father's voice as if it applies to the recent scandal;" "That made me actively uncomfortable—it capitalized far too much on somebody's personal life for the sake of selling something. Ick."
Bold creative in partnership with a ninth-hour pitch for fans' compassion as the 2010 Master’s Tournament commenced just didn’t make the cut. The spot ultimately "failed to humanize Tiger," said Lee.
Billy Payne, Augusta National Chairman said, "Certainly his future will never again be measured only by his performance against par but measured by the sincerity of his efforts to change.”
Since it's time for Tiger to sing a new song, here's a little inspiration, courtesy of W+K's latest Nike spot in Japan.