Nike Unveils Embarrassing New Woods Spot

Here's the new Nike spot from Wieden + Kennedy that broke Wednesday ahead of Tiger Woods's return at the Masters. It's pretty cringeworthy. It shows Woods soberly looking into the camera, as you hear his late father Earl. "I want to find out what your thinking was," Earl says. "I want to find out what your feelings are. And did you learn anything?" It's comical that Nike is now sponsoring Woods's atonement, which of course cheapens it—and then you throw Earl Woods into the mix, and it cheapens him, too.