For those who don't understand some of what I think (warning opinion alert DD) the brand of MCFC and anyone who plays for them will be way ahead of this curve....
<a class="postlink" href="http://www.timesonline.co.uk/tol/sport/golf/article7092605.ece" onclick="window.open(this.href);return false;">http://www.timesonline.co.uk/tol/sport/ ... 092605.ece</a>
-- Fri Apr 09, 2010 12:14 am --
Tiger Woods may or may not win the Masters at Augusta this week, but he has unquestionably claimed the title “Del Boy of the Sporting World” after a marketing stunt that proved, once and for all, the lengths to which the world’s top golfer is prepared to go to shift a few more of his Nike-emblazoned products.
In a commercial that has been described as the most risky, as well as the most tasteless, in sports marketing history, which went on air for the first time on American television on Thursday, Woods stares silently at the camera while the voice of Earl, his late father, echoes like an oracle from the grave.
“Tiger, I am more prone to be inquisitive, to promote discussion,” Woods Sr says. “I want to find out what your thinking was; I want to find out what your feelings are. Did you learn anything?” Meanwhile, Woods Jr gazes at the camera, eyes blinking, face forlorn, Nike swooshes gleaming like a pair of crescent moons from his attire.
The shamelessness of Woods and his principal sponsor is almost beyond parody. The unprecedented billion-dollar fortune of Woods was constructed, at least in part, upon his image as a decent man with strong family credentials, the soft-focus photoshoots with his wife, children and late father engineered to appeal to the basic values of Middle America.
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Now, with that image shattered by the tawdry reality of his private life and with many of his sponsors fleeing for cover, Woods and his advisers have sought to repair his tainted image by using precisely the same pitch, this time with Woods seeking redemption via an invented dialogue with a man in his grave. You couldn’t make it up.
Woods’s willingness to use his late father for commercial gain has been seen before. Six weeks after Earl’s death, Woods allowed Nike to rifle his home videos and screen scenes of him and his dad on Father’s Day with the message: “To Dads and Fathers Everywhere”.
In his press conference on Monday evening, an occasion supposed to demonstrate the depths of his contrition, Woods again revealed his desperation to reinhabit his role as the most potent force in contemporary advertising, making an unprecedented sales pitch to corporate America: “Going forward I hope I can prove to companies that I am a worthy investment. That I can help their company, help their company grow and represent them well.”
The entire Woods saga has shone a powerful and not altogether welcome spotlight on the vast sports marketing industry. There is now an army of agents and advertising gurus whose job is to “position” their clients and to construct “public images” to appeal to the mass consumer market — and by implication the advertising budgets of giant corporations.
The problem is that, all too often, these images, however cleverly constructed, bear no relation to the private behaviour of our sporting superstars. In the John Terry scandal, for example, his agents sent out an e-mail hawking their client to the highest bidder emblazoned with the message “Dad of the Year” just weeks before the story broke that he had conducted an affair with the former girlfriend of his former team-mate, Wayne Bridge.
Have those in the advertising industry learnt the errors of their ways? You wouldn’t think so to judge from the response to the latest Woods advert. Michael Sugden, managing director of VCCP, the advertising agency, called it “genius”, while Richard Huntington, director of strategy at Saatchi & Saatchi, said: “It’s an incredibly powerful piece of work, emphasising the strength of a father-son relationship.”
The experts seem to think that the public will go out and buy Nike products as a consequence of the ad. The reality, one suspects, is that most of us will find ourselves wondering what has happened to the ethos of sport when its most famous son wields the memory of his dead father in pursuit of a few measly extra bucks in his billion-dollar bank account.