The new black and white Nike commercial featuring a silent Tiger Woods and his dead father’s voice is getting low scores from viewers, RadarOnline.com has learned.
Adweek reports that an Ace Metrix online panel of 500 adults gave the commercial low scores for persuasion and watchability.
One of the viewers said, “Commercial is in very poor taste — using his dead father’s voice as if it applies to the recent scandal,” and, “That made me actively uncomfortable — it capitalized far too much on somebody’s personal life for the sake of selling something. Ick.”
Another viewer said “There is no hint of emotion”.
The 30-second commercial received an overall score of 365 out of a possible 950 points. Most sneaker ads score around 501.
The spot was the lowest-scoring commercial in the category since a Nike/Serena Williams commercial that ran last September, around the time Williams had an outburst at U.S. Open. That ad scored 353 overall.
A year ago this month, Tiger had a much higher approval rating for a spot the golfer did for Gatorade; it was 157 points higher than his latest Nike ad.
<object width=”640″ height=”385″><param name=”movie” value=”http://www.youtube.com/v/5NTRvlrP2NU&hl=en_US&fs=1&”></param><param name=”allowFullScreen” value=”true”></param><param name=”allowscriptaccess” value=”always”></param><embed src=”http://www.youtube.com/v/5NTRvlrP2NU&hl=en_US&fs=1&” type=”application/x-shockwave-flash” allowscriptaccess=”always” allowfullscreen=”true” width=”640″ height=”385″></embed></object>