This ad was released in the beginning of the 2013 golf season to promote Nike products. It was very controversial as Tiger Woods’ personal affairs had recently been aired all over the media. I remember when the ad was released, as Tiger had just won the Arnold Palmer Invitational and regained the World #1 ranking for the first time since his personal hiatus.
Tiger is known for an intense “poker face.” Whether he is in the lead or trying to get there, many people say you can see the look in his eyes when he is going to win. Many ads were created showing this gaze before his big controversy. For the most part, these ads showed Tiger looking straight at the camera or viewer. It is very interesting in this ad that Tiger is looking away from the viewer. His gaze does not look as intense, rather he looks somewhat confused. His eyes do not have that determination, instead they almost look worried. This kind of shows how Tiger is not the same as he once was.
The caption “Winning takes care of everything,” is really what got everyone up in arms. Many people were saying how if Tiger wins, he will still be viewed as a great player, person, etc. Spectators are a huge part of professional golf, and these players, especially Tiger are always being viewed in some light. Tiger’s gaze does not look merely as strong instead, it gives power to the spectator. He is looking down while the viewer’s eyes go to his face. This gives more power to the viewer, as a spectator, as it seems Tiger is the one avoiding eye contact.