If the aim of Nike's new ad featuring Tiger Woods was to cause confusion and skepticism, it's a hole in one.
Perhaps more importantly, a survey of 600 U.S. viewers by Flemington, N.J.-based HCD Research, also noted the controversial commercial's "favorability" for the Nike brand has dropped off, falling from 92% to 79%.
But favorability over Woods himself declined only slightly to an average of 3.5 (on a scale of 1-7) from 3.7. The results say 29% viewers are less likely to purchase products endorsed by Tiger Woods after viewing the spot.
Some 65% says effects of the commercial yielded no change in their decision to buy products endorsed by Woods; 6% said they would likely buy more products associated with Woods.
HCD asked respondents about a number of emotions concerning the commercial, with "confusion," "skepticism" and "disturbing" topping the list. On the low end of emotions were "inspiration" "pride" and "happiness."
The Nike-Tiger Woods commercial showed Woods in a static black-and-white shot listening to the voice of his late father Earl Woods, who is apparently quizzing his son about extramartial affairs, asking: "Did you learn anything?"