This week Tiger Woods is coming back to golf and to advertising.
Nike late this afternoon dropped an ad featuring Mr. Woods that’s timed for the Masters tournament, which starts tomorrow.
The ad shows a close up of Mr. Woods face as he’s questioned by the voice of his late father, Earl Woods, with flash bulbs going off.
“I want to find out what your thinking was, I want to find out what your feelings are, and, did you learn anything?” the elder Mr. Woods asks as Tiger stares blankly into the camera.
While former Woods backers Accenture and AT&T dumped Mr. Woods in the wake of revelations about his prodigious marital infidelity, Nike has been his steadiest corporate supporter, in part because its entire golf business — an afterthought before Mr. Woods came along — is so closely identified with him. They have no choice.
I believe that if he wins the Masters sponsors like Nike will never look back.