All creepiness aside with using the late Earl Woods voice, I think it’s a great ad. and here’s why:

Tiger’s PR can’t really get that much worse. He was recently linked to his neighbor’s daughter, which was just another drop in the bucket. Masters Chairman Billy Payne expressed his disdain for Woods’ adulterous behavior, basically calling him a disappointment of a role model. That statement really did have the air of a father chiding his son. It also raised the following question: if golf doesn’t support Tiger, then who will?

Nike will.

Tiger Woods is a big money maker for Nike. As a slew of other sponsors dropped him as a spokesperson, the value of Tiger as a brand was plummeting. Nike is one of the remaining sponsors who decided not to sever all ties with Woods (which makes sense, since the company’s whole golf line centers around him).

So at this point, Nike had two options: they could either slink back into their chair and wait for the whole thing to blow over, or they could meet the PR nightmare head on. Obviously, they opted for the latter.

Think about the content of the actual ad for a minute. A father disappointed in his son. The fact that Nike green-lighted the commercial possibly means the company’s disappointed in Tiger as well. The message resonates with people because it reflects exactly what Billy Payne stated: a LOT of people are disappointed in Tiger. In one fell swoop, Nike is not only acknowledging that the company doesn’t condone Tiger’s actions, but also that he deserves a second chance. Nike forgives Tiger, much like his late father would have. And Tiger looks remorseful in the video. Whether or not it’s genuine is another story, but it paints a vivid picture of a man owning up to his mistakes and starting on the long road to redemption.

If Nike won’t sponsor overcoming adversity, then who will?