What works about the ad?
Tiger is not the key to the ads success. I'm not about to say that the ad run with the professional from Rosebud mini putt would have been as successful, but what is important is the concept behind the ad. Connecting with real humans, in a real life situation. Everyone wants to associate with a product, brand or even ad, which is why (and I hate saying this) that Big Brother is so successful, we see ourselves inside the characters and we back them to win.
So why pay a bundle for Tiger?
Tiger is an international brand, recognisable and loved world wide (even Osama has a soft spot for him). Tiger transitions the Buick brand across a wide range of consumers across many countries. The Tiger brand I refer to is powerful in itself, i mean, how many times have you been asked; "have you seen the new Tiger Woods ad?". They ask me like Tiger ads are in vogue, on the same page as this months must have handbag. I guess in a lot of ways Tiger Woods embodies everything that is in vogue and that is why he gets the big bucks.
Does the ad have a weakness?
George Bush has proved that nothing is without faults (American presidents who would have thunk it?) Tiger Trap is no different, the usability appears to be a very small window concentrated mainly around the US open, not to mention that it is 5 minutes long and the cut down version loses much of its mystique. You have to believe that the ROI is going to suffer in the short term, but then again, Tiger Woods ads make up 20% of the viral ads in my e-mail, so long term is still looking good.
Josh's Opinion
One thing that celebrity endorsement often falls short of, is providing reciprocal branding for both product and celebrity. Michael Jordon was the master of building his brand, every ad worked in his favor, associating him with greatness and basketball. As a contrast to this, Mark Taylor received little more than ribbing from the third man for his Fujitsu commercials. Tiger Woods has consistently hit the mark and these ads will not only be successful TVCs, but also as a viral ad into millions of e-mails across the world.
Sam's Opinion
I hate the word celebrity to describe someone like Paris Hilton or the idiots off Big Brother, just getting your cans out on national TV does not make you a star, they are not people to be looked up to. For that very reason Tiger Woods as a brand ambassador is a very good choice and to back it up, a simple, grass roots advertising campaign...very effective.
Also, to add to my Tiger is control of his branding check out this Tiger ad here
Chis Diclerico's blog maybe short, but he's right, Tiger Trap is just good advertising
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