London, England - Shot in somber black and white and narrated by the gravelly voice of his dead father, Nike’s latest advert showcasing Tiger Woods is certainly a departure from the affirmative, high-energy missives of old.
In golf's new era of moral austerity, it appears to herald a new approach by the U.S. sportswear manufacturer, who have stood by their man as the rest of the corporate world has deserted him.
Nike has faced a nagging problem: how can you capitalize on the intense publicity garnered by your brand ambassador without appearing to condone his many indiscretions?
Sparse, yet strangely obtuse, Nike packaged Tiger and the famous Nike swoosh into 30 seconds of contrition.
But will it be enough to convince the Augusta crowd ahead of what is arguably the most anticipated round of golf in the history of the game?
The advice dispensed by his father from beyond the grave seems oddly prescient. "I want to find out what your feelings are," he asks. "And did you learn anything?" Those questions will begin to be answered when Tiger tees off this lunchtime
What do you think of the advert? Is it timely? Or does it fail to convince you? Has Nike been right to stand by Tiger Woods? Leave your comments below.