Apr. 8, 2010: Tiger Woods' new controversy

>> TIGER WOODS BEGAN HIS

COMEBACK TODAY AT THE MASTERS

TOURNAMENT AND AS A PITCHMAN.

HIS NEWEST COMMERCIAL WHICH

USES THE VOICE OF HIS DECEASED

FATHER HAS BEEN DESCRIBED AS

EXPLOIT DIFFICULT OR BRILLIANT.

CREEPY OR SOMBER.

IT'S THE LATEST IN A LONG LINE

OF PROVOCATIVE NIKE ADS THAT

DOES WHAT IT IS SUPPOSED TO DO,

GETS PEOPLE TALKING.

>> TIGER, I AM MORE PRONE TO BE

INQUISITIVE, TO PROMOTE

DISCUSSION.

I WANT TO FIND OUT WHAT YOUR

THINKING WAS.

I WANT TO FIND OUT WHAT YOUR

FEELINGS ARE.

AND DID YOU LEARN ANYTHING.

>> AND WITH ME NOW IS STEPHEN

LARKIN WITH MULLEN ADVERTISING

AND SPORTS MARKETING CONSULTANT

DURJOY ACE BHATTACHARJYA.

WELCOME TO BOTH OF YOU.

>> HOW ARE YOU DOING.

>> Rooney: WHAT DID YOU THINK.

I WILL GIVE YOU MY BRIEF, I

JUST THOUGHT WELL, THE FATHER'S

VOICE, IT'S SOMETHING VERY, YOU

KNOW, E PLOITIVE I GUESS I

WOULD SAY ABOUT IT BECAUSE I

DON'T EVEN KNOW IT IF IT SELLS

ANYTHING FOR NIKE, DO YOU THINK

DOES.

>> THERE IS A LOT OF IRONY.

WHEN YOU THINK ABOUT TIGER

WOODS, HERE IS A PERSON SO

PRODUCTIVE AND WHO SHIELDED HIS

FAMILY AND TO BRING HIS FATHER

INTO IT WAS, I WAS SURPRISED.

HOWEVER I DO FROM AN

ADVERTISING STANDPOINT, I DO

THINK, I DON'T KNOW IF IT IS A

BRILLIANT AD BUT IT CERTAINLY

IS VERY EFFECTIVE.

THE FACT THAT WE ARE TALKING

ABOUT IT RIGHT NOW, I THINK IT

IS INDICATIVE.

>> IT ALL THE THINGS HE

DESCRIBED, SOMBER, CREEPY,

BRILLIANT, EXPLOIT DIFFICULT.

>> WHAT YOU OPENED WITH IS A

GOOD ADVERTISING.

THE QUESTION IS WILL IT MOVE

METAL.

AND THE TRUTH IS, I DON'T KNOW.

IT GETS ME TALKING ABOUT IT.

THERE WAS AN AD WITH CARL'S JR.

WITH PARIS HILTON.

IT GOT PEOPLE TALKING ABOUT IT

I DON'T KNOW IF IT GOT PEOPLE

INTO THE STORES.

AND I FELT IT WAS VERY CREEPY.

THE IDEA OF BRINGING OUT YOUR

DAD, YOUR DEAD DAD.

>> Rooney: IF HE WAS LIVE.

>> TO FLAUNT EQUIPMENT, TO HELP

ANOTHER BRAND.

IT'S NOT EVEN HELPING YOUR

BRAND, NECESSARILY.

JUST SEEMED WEIRD.

>> Rooney: ANY IDEA WHY NIKE

HAS STUCK WITH TIGER WOODS.

IT DAWNED ON ME WHEN WE WERE

PLAYING THE AD I SAID GEE, I

REALLY LIKE THAT NIKE STORE,

ACTUALLY.

IT'S PROBABLY GOING TO STRIKE

OTHER PEOPLE THE SAME WAY.

LARGELY BECAUSE PEOPLE LIKE

TIGER WOODS, CORRECT AND THINK

WELL THIS IS A BRAND THAT STUCK

WITH HIM.

THEY BACKED HIM ALL THE WAY.

REGARDLESS OF WHAT YOU THINK OF

THE AD THEY MIGHT THINK THE

BRAND IS A GOOD ONE.

>> NO DOUBT IT IS VERY PRO

TACK-- PROVOCATIVE.

I THINK IT'S VERY EFFECTIVE

PIECE.

IT'S NOT, YOU KNOW, IN TERMS OF

TIGER WOODS PERSON, I THINK

SEYMOURALLY CORRUPT BUT THE

PIECE OF ADVERTISING, I THINK

IT IS EFFECTIVE.

I REALLY DO.

>> IS THIS AN AD DO YOU THINK

IT HAS STAYING POWER.

IS THIS ONE OF THOSE ONES YOU

HAVE SEEN IT ONCE, YOU'VE SEEN

IT.

>> I THINK SO.

AND I THINK THE WAY THEY DID

THEIR DISTRIBUTION WITH HAVING

IT VERY, I THOUGHT MOSTLY ON

YOUTUBE ON ESPN, ON GOLF

CHANNEL.

>> Rooney: IT GETTING ALL THESE

FREE REPLAYS INCLUDING HERE ON

PBS.

>> I THINK THAT'S BEEN PART OF

THE MEDIA STRATEGY.

I DON'T THINK IT'S SOMETHING

THREE MONTHS FROM NOW, SIX

MONTHS FROM NOW AFTER HE WINS

THE MASTERS DO WE REALLY CARE

ABOUT THIS ANY MORE.

WE DO CARE ABOUT HIM AS A BRAND

BUT I DON'T KNOW IF WE ACTUALLY

THINK THIS AD IS THAT RELEVANT.

>> I AGREE WITH YOU.

IT IS DISPOSABLE.

AFTER YOU KNOW A WEEK FROM NOW

I DON'T KNOW HOW RELEVANT IT

WILL BE.

WHEN WE TALK ABOUT TIGER WOODS,

HE'S A CORPORATION.

I MEAN HE'S A CORPORATION IN

HIMSELF.

YOU SEE THE FEEDBACK WHAT

PEOPLE THINK OF NIKE THE BRAND

AFTER ALL THIS.

>> ONE OF THE THINGS IS IT

BROUGHT UP, PEOPLE STARTED

TALKING ABOUT THE FATHER TOO

AND NOT NECESSARILY IN A GOOD

LIGHT BECAUSE TIGER WOODS IS

VERY CLOSE TO HIS FATHER AND

MADE THAT CLEAR ALL WHEN HE WAS

SO DEVASTATED.

BUT THE FATHER HAD ISSUES AS

WELL.

HE TOO WAS A PHILANDERER.

SO YOU HAVE THIS SORT OF VOICE

OF GOD COMING FROM THE BACK BUT

THEN YOU THINK WAIT A SECOND H

THIS IS THE APPLE NOT FALLING

FAR FROM THE TREE.

>> IT MAKES YOU WONDER HOW MUCH

CONTENT DID THEY LOOK AT OUR

VOICE OVER FOOTAGE THEY LOOKED

AT BEFORE THEY FOUND THIS ONE

GOLDEN NUGGET.

>> Rooney: I'M SURE THEY

CLIPPED SOME OF THOSE THINGS

TOGETHER.

>> ORIGINALLY NIKE DIDN'T MAKE

IT CLEAR WHERE THIS FOOTAGE

CAME FROM SO I THINK LATER IT

BECAME CLEAR THAT PART OF A

DOCUMENTARY.

BUT YOU KNOW, THEY DIDN'T EVEN

WANT, THEY SAID NO IT'S THE

VOICE.

APPARENTLY THE MOTHER AND TIGER

WOODS APPROVED IT.

>> OBVIOUSLY WE HAVE HAD TO

HAVE APPROVED IT.

BUT DO YOU THINK HE SAID JEEZ,

I DON'T KNOW, IT'S REALLY

CHEESEY.

TO USE THE VOICE OF SOMEONE WHO

IS DEAD.

>> WELL, WHEN I GO BACK TO THE

WORD AIRPORTY BECAUSE I THINK

THAT LAST POINT ABOUT KIND OF

HIS FATHER WHO WAS A

PHILANDERER AND IS KNOWN, YOU

KNOW TO DO THOSE TYPE OF

THINGS, AND THE FACT THAT AGAIN

VERY PROTECTIVE OF HIS FAMILY.

THOSE THINGS ARE VERY IRONIC.

BUT ULTIMATELY TIGER IS A VERY

CONTROLLING FIGURE.

HE ULTIMATELY APPROVED IT.

AND SO I CERTAINLY HAD A LOT TO

DO WITH IT.

>> Rooney: IS THIS NECESSARY AS

PART OF THE REHAB OF TIGER

WOOD'S IMAGE DID.

THEY FEEL THEY TO DO SOMETHING

LIKE THIS.

>> NOT FOR TIGER.

I THINK FOR NIKE, YES.

NIKE HAS SO MUCH INVESTED.

NIKE GOLF IS TIGER WOODS OR

TIGER WOODS IS NIKE GOLF,

EITHER WAY.

YOU KIND OF LOOK AT THAT TIME

AND JUST THE FACT THAT ON THE

{TAD} SELF, I DON'T KNOW IF YOU

NOTICED, THE HAT AND THE SHIRT

THERE IS NO REASON FOR THAT.

EVEN WHEN IT FADE MOOD BLACK AT

THE END, THE IDEA OF THE NIKE

BEING THERE DIDN'T HAVE TO BE

THERE IT WOULD HAVE IN MY MIND

COULD HAVE EVEN BEEN MORE

POWERFUL.

>> Rooney: WITHOUT THE STRIPE.

>> WITHOUT IT BECAUSE IT WAS

SORT OF-- IT WITHOUTCO HAVE

BEEN SOMETHING ABOUT-- .

>> Rooney: MAYBE THEY NEED YOU

AS AN ADVERTISER.

>> MAYBE.

>> I THINK NIKE HAD TO DO

SOMETHING.

I THINK A LOT OF PEOPLE ARE

WAITING BECAUSE HE IS ONE

OF-- NIKE IS ONE OF THE FEW

SPONSORS THAT STUCK BY HIM.

AND WHETHER THAT WAS THE RIGHT

THING OR NOT, I DON'T KNOW.

BUT I THINK THEY HAD TO DO

SOMETHING WITH TIGER WOODS AS

HE KIND OF CAME OUT AND BACK

INTO PLAYING AGAIN.

>> Rooney: .

>> JUST TO JUMP IN, I CAN'T

HELP BUT THINK THIS IS, I FEEL

SO MANIPULATED IT IS SO

CLINICAL AND MAN I LATIVE THAT

I LOOK AT IT AND GO WELL OF

COURSE THIS IS WHAT THEY ARE

GOING TO DO.

YOU KIND OF LOOK AT IT AS CHESS

PIECES.

THEY ARE GOING TO DO THIS

BECAUSE WHETHER HE WINS T

EVERYBODY WILL BE WATCHING

WHETHER HE WINS IS ANOTHER

QUESTION.

BUT I THINK THE IDEA OF THE

MANIPULATION, PEOPLE ARE TIRED

OF IT.

>> EARLIER IN THE WEAK WHEN DE

THE-- SOMETHING VERY PRESS

CONFERENCE, SOMETHING VERY

SINCERE, I THOUGHT THE LAST ONE

WAS TOO BUT THEN HAVING HIM

LOOK INTO THE CAMERA LIKE THAT

WHEN IT IS SO POSED AND, YOU

KNOW, FABRICATED YOU WONDER.

>> I FEEL DIFFERENTLY.

HIS INITIAL WHEN HE MADE THE A

POSITION, I THOUGHT THAT WAS

VERY UNSINCERE.

I DIDN'T BUY IT.

AND THEN WHEN HE HAD HIS PRESS

CONFERENCE EARLIER IN THE WEEK

I THOUGHT ALL RIGHT, I'M SORRY,

I HAVE TO GET GOING.

OUT OF TIME HERE IT ACE

BHATTACHARJYA, STEPHEN LARKIN,

THANK YOU VERY MUCH.

I WANT TO LET YOU KNOW COMING

NEXT WEEK GREATER BOSTON GBH

RADIO ARE REPORTS ON THE DEBATE

OVER CASINO GAMBLING.

WE WOULD LIKE YOUR OPINION TO

KNOW WHAT WOULD A RESORT STYLE

CASINO IN MASSACHUSETTS NEED TO

OFFER TO ENTICE YOU TO VISIT

GO.

TO OUR WEB SITE AT

WGBH.

ORG/LASTRESORT.

LET US KNOW YOU WHAT THINK THAT

IS IT FOR GREATER BOSTON.

TOMORROW WE'LL BE BACK AT 7:00

WITH BEAT THE PRESS.

I'M EMILY ROONEY.

GOOD NIGHT.