Nike's new Tiger Woods ad - released just hours before the golfer's return to the sport at The Masters - is a confessional, solemn and emotional commercial.
It's also an ad from a sponsor that pays him eight figures a year. Tiger himself says not a single word in the spot, but his melancholy stare speaks volumes.
His late father, Earl Woods, Tiger's mentor (and a known philanderer himself), narrates the Nike commercial, thanks to excerpts from a previous interview.
With the golfer stoic in black and white, Earl's voiceover says: "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?"
Words that come to mind include "moving," "strange," "creepy," "bizarre" and "genius." It may be a little of each. Nike is clearly seeking to humanize its poster boy, but is this a tactless way of doing it? Is it really just a means of salvaging its own brand?
Check it out below and see what you think ...
While Elin Woods isn't putting out for Tiger, Nike clearly is when it comes to resurrecting his tarnished image. You'd almost think he were the victim here.
Thoughts? Tiger Woods' new ad for Nike is ...