Tweeted Ad From Nike Golf Sails Out of Bounds

Nike Golf Tweeted a simple aphorism and a storm erupted. People are so sensitive!

The talking heads on CNN are discussing the wisdom, or lack thereof, of Nike’s ways. So are the instapundits on blogs, Twitter and Facebook. Some are saying a “winning solves all” mentality happens to be true, especially in the world of sports. Others find the message in very poor taste, given that Woods is a tremendous athlete but one with a giant ego, backed by anger and commitment issues and so on.

Nike is no stranger to controversy, and I wonder in this case if anyone even flagged this Tweeted ad as potentially damaging to the Nike brand. When you work on an adult or “sin” brand, everything goes through a lawyer and PR pro before it goes to the client for approval. However, that process won’t work in real time.

Real time client-agency teams have recently assembled for the Super Bowl and The Oscars, but what does the day-to-day operaton look like? The reality on the ground is brands with an active social presence are shaping content for the social stream as fast as they possibly can every single day. Community management is a 24/7 job and I know of very few organizations that have properly invested in the infrastructure to meet these ever-pulsing, global needs.

Is your agency or client team fully loaded with content creators and social mendia managers who create interest and drive purchase intent? The two go together like art directors and copywriters of old. If you have it all figured out, please let AdPulp know and we will celebrate you.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.