Everyone knows the recent troubles of golfer Tiger Woods, who has done such a public apology. Yet last week, there is the golfer in a TV spot for Nike, one of his many sponsors, coinciding with his return to competition. In this ad, we see Tiger Woods, sad, listening to him by his late father morality. Personally I find it a little pathetic.
What makes me smile vis-à-vis this advertising is another ambassador of Nike has faced a similar problem in this case Eric Cantona ( that I made a retro advertising in my previous post ). In 1995, when Manchester United player, he hit full game opposing supporter. The player under contract with Nike was then apologized in a spot of the OEM, but he did not apologize for this gesture, he apologized (I have not managed to understand everything) to have notably scored a hat-trick (3 goals in a row) at Wembley (with Leeds against Liverpool in the Charity Shield). The tone was humorous contrast to the seriousness of the spot with Tiger Woods. At the same time, I could not imagine Cantona apologize so serious in knowing the character and "public apology" of the time.
These two examples demonstrate the difficulty for a brand to entrust your communication to one or several ambassadors. Indeed, choosing a brand personalities that will carry the values of their brand image, personality and behavior. However, these ambassadors are human and can have human behavior and not adapted to the speech of the mark. For example, infidelity (Tiger Woods) and violence (Eric Cantona) are not a priori values that Nike wants to join, even if the mark with Cantona should be aware that she was playing with fire.
Nike Tiger Woods wanted forced to apologize for the sake of his image but that is not true for all brands face the antics of their ambassadors. Some brands prefer to break contracts with stars such as binders for Kate Moss and his history of cocaine for example, or even Tiger Woods has lost Accenture (it still has many sponsors, it is still the highest paid sportsman in the world) . Or, these pranks may instead be beneficial for brands such as Zinedine Zidane and his sponsors because his headbutt human made it more human and therefore closer to its fans. I advise you if you have time this former post with examples of mistakes in choosing ambasseurs sports.
Now it only remains to wait for a scandal from Roger Federer to see a spot where three ambassadors of Gillette, Federer, Woods and Thierry Henry apologized jointly.
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