Get Real

Forget the celebs. Marketers are using ordinary folks to give their ads a dose of realism

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For years, few brands were associated with golf more than Buick—and no player was associated with golf more than Tiger Woods. The automaker reportedly paid Woods north of $50 million over eight years to brandish its logo and bring a younger edge to its products.

But in 2008—a full year before a National Enquirer exposé about his galloping infidelity would tarnish his image and make a crashed Escalade in the dark Florida night as synonymous with the name Tiger Woods as the Masters green blazer—General Motors dumped him.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in