Tiger Woods’ much anticipated return to competitive golf–at the storied Masters tournament–is accompanied by his return to advertising. The black-and-white TV spot for Nike Golf simply shows a silent Woods looking directly at us with a facial expression that is subject to interpretation–perhaps part serious, part sad, part introspective.
The only voice heard comes off camera and is that of Tiger’s late father, Earl Woods, seemingly offering food for thought to his son. Earl Woods says, “Tiger, I am more prone to being 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?”
The spot–directed by Max Malkin of Prettybird, Santa Monica, for Wieden+Kennedy, Portland–has already elicited mixed reactions in the blogosphere, from those who are offended that Earl Woods has been resurrected to help his son break back into the ad game after his much publicized infidelity, to those who view the spot as smart in that it positions Woods as a man hearkening back to a positive influence in order to recover from his transgressions.
What’s your take on the spot? Have a look here and get a rundown of the creative and production credits.
Ron Cicero and Bo Clancey Launch Production House 34North
Executive producers Ron Cicero and Bo Clancey have teamed to launch 34North. The shop opens with a roster which includes accomplished directors Jan Wentz, Ben Nakamura Whitehouse, David Edwards and Mario Feil, as well as such up-and-coming filmmakers as Glenn Stewart and Chris Fowles. Nakamura Whitehouse, Edwards, Feil and Fowles come over from CoMPANY Films, the production company for which Cicero served as an EP for the past nearly five years. Director Wentz had most recently been with production house Skunk while Stewart now gains his first U.S. representation. EP Clancey was freelance producing prior to the formation of 34North. He and Cicero have known each other for some 25 years, recently reconnecting on a job directed by Fowles. Cicero said that he and Clancey “want to keep a highly focused roster where talent management can be one on one--where we all share in the directors’ success together.” Clancey also brings an agency pedigree to the new venture. “I started at Campbell Ewald in accounts, no less,” said Clancey. “I saw firsthand how much work agencies put in before we even see a script. You have to respect that investment. These agency experiences really shaped my approach to production--it’s about empathy, listening between the lines, and ultimately making the process seamless.” 34North represents a meeting point--both literally and creatively. Named after the latitude of Malibu, Calif., where the idea for the company was born, it also embraces the power of storytelling. “34North118West was the first GPS-enabled narrative,” Cicero explained. “That blend of art and technology, to captivate an audience, mirrors what we do here--create compelling work, with talented people, harnessing state-of-the-art... Read More