Ripple

A new Nike Golf Tv spot (produced by Oregon ad agency Wieden + Kennedy) entitled "Ripple" recently aired that showcases the brand's two most iconic stars: Rory McIlroy and Tiger Woods.  The ad follows a narrative that shows a "young Rory" watching and idolizing Tiger all throughout his childhood.  "Young Rory" grows with Tiger's career all throughout the commercial, while using the inspiration that Tiger's play gives him to perfect his swing as he gets older.  Scenes of late night practice sessions, time on the links, hanging posters of Tiger, chipping into the washing machine, and getting to witness Tiger play in person, all lead to the climatic ending the commercial provides.  At the conclusion, a scene of Tiger and Rory in the present day playing together in a tournament provides a poetic ending to a young fan's dream of playing alongside their childhood hero.

This past weekend at the prestigious Masters tournament in Augusta, Georgia, the story this memorable spot provided was brought to life.  Both Tiger and Rory were paired together for the final round, after the two put ended up together in the standings after Saturday afternoon.  Tiger sported his traditional Sunday Red, while Rory sported Nike's most recent apparel line for golf.  In a way, this pairing (and their image) built upon the visionary message of "legend and future" that Nike wants to convey.  Tiger Woods, being the living legend, carries his iconic look that Nike has supported for almost two decades.  Rory McIlroy provides a peek into the future for Nike, providing an image of hope and youth that will be prosperous for years to come.   Even though the two didn't battle for the win and provide a cinematic ending for Nike, it was still really cool to see the inspirational branding strategy Nike conveys in the "Ripple" ad come to life.  It came at such a convenient time too, with the ad airing just days before the two were paired up at the first major of the year.  Funny how that works out sometimes.

*photo retrieved here