The Church of the Holy Swoosh

Christine Whelan | Posted on 04/08/10

Tiger Woods is playing his first round at the Master's today. I said I didn't care about all the hubbub about his return to golf after his cheating escapades. And I mostly don't. But Nike's ad with Tiger's dead father, Earl, isn't just creepy: It's an act of corporate forgiveness.

Adweek's Barbara Lippert just went on CNN saying that the "church of the holy swoosh" gave him 30 seconds in purgatory with the ad so that they can take him on to money-making heaven. Nike, she said, was acting as a parent - well, through his real, dead parent - to scold him for his wrongdoing, and ultimately forgive him.

Tracee Hamilton at The Washington Post asked:

Whatever happened to stoicism, and suffering in silence on occasion? I am quite sure Woods is troubled, even haunted, by thoughts of what his father would say if he were alive. This is good; this is one cause of shame, which in this country may one day become an SAT vocabulary word because so few people seem to understand it anymore.

In a Facebook post on Adweek's page, Jason Piroth put it most succinctly:

"Using the out-of-context words of your dead father in an attempt to clean up your image just might be more offensive than nailing dozens of hookers across the U.S. while your wife raises your kid."

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