Tiger Woods appeared motionless in a comeback commercial for Nike, aired on ESPN and the Golf Channel in the build up to his return to the golf circuit at the Masters. He stands speechless, sporting two Nike logos, as words from his deceased father are played. “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. Did you learn anything?”. Powerful words, but out of context. The voiceover is an edited excerpt from Earl Wood’s 2004 interview for Tiger: The Authorized DVD Collection, in which he compares himself with his wife Kutilda. Th
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The original words by Earl Woods:
“Authoritarian. Yea, Tida is very authoritative. She is very definitive. ‘Yes’ and ‘No.’ 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? So, we were two different types but we co-existed pretty well.”
The Tiger Woods comeback commercial was developed at Wieden+Kennedy, Portland, by executive creative directors Mark Fitzloff and Susan Hoffman, creative director Hal Curtis, agency executive producer Ben Grylewicz
Filming was shot by director Max Malkin via Pretty Bird with producer Jeff Selis, associate producer Felicia Grover, executive producer Kerstin Emhoff, line producer Nina Huang.
Editor was Matt Hilber at Joint Editorial with assistant editor Steve Sprinkel, post producer Terra Cloyes, mixer Charlie Keating and post executive producer Patty Brebner.
VFX were produced at Zoic Studios by VFX supervisor Leslie Ekkes, producer Karin Joy.