tiger

Nike's New Tiger Woods Ad: A Mercenary, Creepy Misfire

Nike wanted to accelerate the public rehabilitation of Tiger Woods with a new ad featuring the voice of the golfer's deceased father. Instead, it has made its star endorser even more alien, mercenary and unsympathetic than before.

Tiger's First Step Toward His Inevitable Redemption

Despite the harsh spotlight of the 24/7 news cycle, Americans tend to be a pretty forgiving bunch. We love to build up our heroes, knock them down a peg or two and cheer them on as they redeem themselves. Woods's "press conference" didn't shed much new light. But if he plays this right, he'll be doing commercials again soon enough.