At the end of February, W+K Portland released an ad for Nike Golf called “Why Change?” featuring Tiger Woods and Rory McIlroy, among a host of other athletes. Now, Woods and McIlroy are back for a new spot, released in 60 and 120-second versions, exploring the nature of athletic idols inspiring young athletes.
The ad, entitled “Ripple” tells the story of McIlroy as a dedicated young golfer who looks up to Woods as his hero. He watches Woods on TV with hypnotic awe, and practices his game relentlessly. A young McIlroy hits a plastic ball around the house, as he ages he is so devoted to the game he’ll practice driving in the pouring rain and beg his father to let him hit a few more as it gets dark. It ends with McIlroy now a proffesional golfer, playing alongside his idol. While “Why Change?” took a humorous approach, complete with sarcastic narration from Key & Peele’s Keegan-Michael Key, “Ripple” instead goes for emotion, based on the insight that athletic idolatry creates a ripple effect, with one generation inspiring the next.
“It’s been an incredible journey for me, going from massive fan to competitor,” said McIlroy, in a statement. “To think that not too long ago I was that little boy watching him on TV to where I am now. It’s been a cool journey and I’m very lucky I get to compete with and against him, because he inspired me as a kid and he inspires me now. He’s the best player I’ve ever seen.”
“I’ve been in that same situation,” added Woods. “Growing up, Jack [Nicklaus] was my idol. My first recollection of The Masters was 1986, when Jack won. I remember him making a putt at 17 and lifting that putter up. Fourteen years later at the 2000 PGA Championship, I got to play with and against him – someone I looked up to.”
(The campaign is particularly relevant given the fact that Woods fell out of the Official World Golf Rankings’ Top 100 last week for the first time since 1996.)
Credits:
W+K PORTLAND
Creative Directors Chris Groom / Stuart Brown
Copywriter Brock Kirby
Art Director Derrick Ho
Producer Jeff Selis
Interactive Strategy Reid Schilperoort
Strategic Planning Andy Lindblade / Brandon Thornton
Media/Comms Planning Alex Dobson / Jocelyn Reist
Account Team Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Business Affaires Dusty Slowik
Project Management Nancy Rea
Executive Creative Directors Joe Staples / Mark Fitzloff
Head of Production Ben Grylewicz
PRODUCTION
Production Company Biscuit Filmworks
Director Steve Rogers
Executive Producer Holly Vega
Line Producer Vincent Landay
Director of Photography Nicolas Karakatsanis
EDITORIAL
Editorial Company Joint Editorial
Editor Peter Wiedensmith
Post Producer Leslie Carthy
Post Executive Producer Patty Brebner
VFX
VFX Company The Mill
VFX Supervisor Tim Davies
Flame Artist
VFX Producer Will Lemmon
Titles/Graphics
MUSIC + SOUND DESIGN
Music+Sound Company
Composer Ludovico Einaudi
Sound Designer
Song (if applicable) Nuvole Bianche
Producer
DIGITAL / INTERACTIVE
CONTENT TYPE Online Media
LAUNCH DATE 4/5-12/15
DURATION 1.5 weeks
W+K PORTLAND
Creative Director Chris Groom / Stuart Brown
Copywriter Brock Kirby
Art Director Derrick Ho
Producer Jeff Selis
Interactive Strategy Reid Schilperoort
Strategic Planning Andy Lindblade / Brandon Thornton
Media/Comms Planning Alex Dobson / Jocelyn Reist
Account Team Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Executive Creative Directors Joe Staples / Mark Fitzloff
Agency Executive Producer Ben Grylewicz
Digital Designer Rob Mumford
Exec Interactive Producer Patrick Marzullo
Content Producer Byron Oshiro
Broadcast Jeff Selis
Art Buying Amy Berriochoa
Photographer Luke Delong