Viewers’ general reaction to the “Did You Learn Anything?” spot from Nike featuring Tiger Woods? In a word: “ick.”
According to ad evaluator Ace Metrix, the commercial scored well below norms for footwear ads overall, garnering low marks for both persuasion and watchability.
Ace gauged the clip using an online panel of 500 adults. The 30-second commercial, which featured a voiceover from Tiger’s dead dad, received an overall score of 365 out of a possible 950 points. (The norm for spots in the apparel footwear category is 501). For persuasion, the ad scored 428 (vs. a 554 norm for the category), and for watchability it scored 459 (vs. a 567 norm).
Ace said the spot, crafted by independent Wieden + Kennedy in Portland, Ore., was the lowest-scoring commercial in the category since a Nike/Serena Williams commercial that ran last September, around the time Williams verbally berated a line judge after a disputed call at the U.S. Open. That ad scored 353 overall.
And what a difference a year makes for Tiger. In April 2009, a spot the golfer did for Gatorade (“Woods of Wisdom”) posted an overall Ace score of 512, which was 157 points higher than his latest ad with Nike.
Among the verbatim comments from viewers participating in the Ace survey: “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.”
Commenting on the results, Ace co-founder and chief scientist JuYoung Lee said the spot “failed to humanize Tiger.”
In addition to general anger about Woods’ behavior, said Lee, “the main reason the ad failed to resonate creatively is because there is a disconnect between the voiceover content [with Woods’ father] and Tiger Woods’ expressionless stare. There is no hint of emotion or trying to answer the questions.”