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."
advertisement advertisement | Total | |
Anger | 10% | |
Inspiration | 9% | |
Sadness | 26% | |
Skepticism | 37% | |
Confusion | 44% | |
Disturbing | 25% | |
Embarrassment | 13% | |
Pride | 3% | |
Happiness | 1% | |
| | |
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?"