Tiger is doing what he does best at the Masters Tournament — generally dominating the game. This should have been his focus since the beginning of the scandal. After all, much could be forgiven in the face of greatness.
For Nike, however, raising positive awareness of its most prominent spokesperson appears to have blinded the company to taste. The new ad, resurrecting the voice of Tiger’s deceased father, is decidedly uncomfortable and reduces their star athlete to a chastised five-year-old child.
Most companies falter in the face of a crisis by not admitting fault. Not so, Nike — but this is way too much.