Nike has launched a new ad featuring an austere, motionless and voiceless Tiger Woods while the voice-over of his late father, Earl Woods plays in the background,“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.”
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When I first watched commercial, I attempted to suspend my disbelief and not come to an immediate conclusion. I watched it again. I listened. Then I watched it again.
I reached a conclusion. What Tiger needs is to 1) get a new wingman, 2) hire a new publicist, 3) hit the little white dimpled ball and 4) shut-up. Seriously, just stop talking and play golf.
It seems Tiger’s isn’t a sex addict; he’s an attention junkie. He isn’t so much addicted to sex as he is addicted to admiration. Tiger’s ego supersedes his libido.
Double-digit mistresses fed both. A few weeks after being released from rehab and announcing his first professional appearance would be the Masters, Woods admitted that, “It would be nice to here a couple of claps here and there.”
Tiger just can’t quit…himself. Pre-scandal, his narcissism was glorious, defensible by his amazing athleticism, winning record and praised by the world. Post-scandal, his narcissism is notorious, escalated by the audacity and necessity to exploit his patriarchal bond to try to repair his reputation. He needs publicity-rehab.
Applause and a restored public image will bring him redemption, not forgiveness.
Beneath his brawny resilience, I get the impression he is insecure. Maybe one day he’ll figure out that cheers from the crowd may give him greatness but will not bring him happiness. He has to provide that for himself. It’s called SELF-esteem for a reason.
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