April 10, 2005Tiger did it a.k.a. the next Nike Commercial |
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In true new marketing spirit, I've created what should be the next Nike commercial. It's a tribute to Tiger. It's a tribute to Creativity. It's the embodiment of everything the Nike brand stands for.
The moment of truth (as you'll see) couldn't have been better scripted for Nike and in this case, will live on indefinitely in so many hearts and minds as one of the greatest shots we'll ever see.
I created it on my laptop and apologies for not being able to insert the swoosh at the end, although I think it works just as well just the same.
You can view them right here.
60-second version: View just_did_it.wmv
30-second version: View just did_it_30.wmv
Update 4/22: A new site has sprung up titled, "How did it go in?" I've blogged my interpretation/commentary.
Update 4/26: As reported on ESPN.com, Nike will release their 30-second response in the form of an esoteric golf-centric message:
"We gave you a wedge with more feel. You showed us what it could do."
"We gave you a ball with more control. And you didn't center the logo?"
The spot will run predominantly on cable (Golf Channel) and golf-specific programming.
(sigh)
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Comments
Make Tiger Scream Just did it ..it will have a good effect
Posted by: sidcruise
If I were at Nike, the only think I would change would be to cheat on the swoosh - put it right side up and clearly visible on the face of the ball just before it tips in.
And that's the only (relatively minor) flaw in an otherwise perfect Nike commercial.
Great job!
Posted by: John Brothers
I don't know, the ball didn't hold on the edge of the cup long enough. Two more seconds on the edge and it may have been the best moment in sports history ;)
Posted by: Randy Charles Morin
It kinda reminded me of the end of Caddyshack. Do you think the ball would have gone in if the crowd wasn't going nuts?
Posted by: Scott Greenberg
Nice Job!
Yep, the Nike execs and thier Ad hounds must have been salivating when that ball turned sooo slowly.
Thanks for letting us re-live the moment... over and over.
Posted by: Michael Chaffin
That's the real question...did the ad execs/ad hounds even notice it? And if not, will they now notice it through this effort.
I'm curious to see by this little consumer generated content experiment how far this goes...and if Nike and/or their agency end up putting it on air.
Certainly would be a great endorsement to the power of the blogging community, but also pretty compelling evidence in the role that empowered consumers play in the new branding process.
Watch this space.
Posted by: jJ
---In true new marketing spirit, I've created what should be the next Nike commercial. It's a tribute to Tiger. It's a tribute to Creativity. It's the embodiment of everything the Nike brand stands for.---
Don't you actually mean, "I put 'Just Do It' on the end."
Posted by: etc
Essentially yes. And I didn't even do that well because I couldn't figure out how to put the swoosh in the frame :)
I would say 1% of the effort goes to the very amateurish attempt to slice and dice the footage into 30 and 60 second versions. I did do some editing, fading in and out and stripping out audio from other scenes to fit the timeline...
...but the real points here are as follows:
1) seeing the real/raw footage live and making the connection to the Nike brand
2) the relative ease of being able to transfer and edit the footage into a homage to the brand
3) the relevance (small, but powerful) that advertising still plays in consumers' lives (stretching a bit)
4) the power of commmunity - and specifically blogs - to disseminate the "ads" and get everyone excited and talking
So in summary, you're 110% correct and I won't be giving up my day job any time soon. (Funnily enough, I would have been able to do 10x the job with iMovie)
jJ
Posted by: jJ
Love the footage, but I'm a bit unnerved by the concept of citizen-created ads for giant corporations that are already finding a way to inject marketing into every waking moment of our lives.
Woods' shot and Verne Lundquist's call would be no less magical if he wasn't a Nike sponsored athlete hitting Nike sponsored balls in Nike sponsored clothing at a Nike sponsored event.
Posted by: Rogers Cadenhead
You're completely right and make no mistake, this doesn't detract from the magic in any way, shape or form.
That being said, it is a moment of truth if you will...where the worlds of content and commercials come together pretty seamlessly.
There are a lot of forces in play here. First of all, if there were no commercials or sponsorships, we'd all be paying through our teeth for the opportunity to watch the Pay-Per-View version of the Masters at $49.95. Would consumers pay for this? Absolutely (hey, it worked for the WWE), but this could prove to be the exception, rather than the norm.
(sidebar: the networks should pay US for some of the drivel they put on air, but that's another story for another day)
I don't think the Nike branding has detracted from this in any way...if anything it has enhanced it. They bet on Tiger and the bet paid off. He embodies everything they stand for or want to stand for...and this moment of magic seals the deal.
Nike certainly wouldn't be taking credit for this, but it does seem like a fitting opportunity to benefit from given their level of support and investment to date.
jJ
Posted by: jJ
You can tell even the cameraman couldn't contain his enthusiasm. The camera is really quite steady the whole shot, but just as the ball goes in there's a little shake. Breaks the professionalism a little but adds some humanity.
Posted by: Will
Will: it's quite probable that the camera was jostled by the fans cheering. But, it's understandable if it was the operator who jostled it a bit too. He was zoomed in very tightly on the ball so any movement would be accentuated. It's very difficult to keep a camera still when it's zoomed in so far like that.
Nike should give him something, though. The fact that he zoomed in on the ball like that gave Nike the best golf-ball commercial they ever will get.
I love how the ball just seems to hesitate, roll over to expose the Nike logo one last time, before dropping in.
I don't think it could have gone any better for Nike than that.
Posted by: Robert Scoble
I happen to know for a fact that Wieden & Kennedy (Nike's agency) started working on a commercial about three seconds after that ball sloooowly rolled into the cup. It's a pretty obvious thing to do.
Posted by: Tiger Irons
In twenty years, I wonder if anyone will remember that Tiger actually blew the next two holes after that amazing shot, allowing DeMarco to catch him.
Posted by: Hal O. Thane
in the final version, it'd be nice to do a little editing to make the nike logo on the ball rotate with the ball and be pefectly centered as the ball lingers for that split second before it drops.
Posted by: j.
Hmmm
Nike sponsored event
Gotta disagree with that. Anyone that follows the Masters or golf in general knows that the Masters is anything but a sponsored event.
Uh, how about 56 minutes out of every hour is dedicated to nothing but golf coverage, so sponsors gets a hole 4 minutes per hour to show their stuff.
The Masters is about the only tournament in sports that is almost 100% independent from sponsors. Sure, the IBM's and what not get their commercials, but I don't remember seeing 1 nike commercial during the Masters. If there was, I forgot it.
Posted by: Bryan
Well done, Joseph.
Posted by: Gary Petersen
would love to see it, but don't have time to wait!
Posted by: Ryan
Notice how Tiger hit that shot so that the Nike logo appeared just before the ball fell in the hole? I think he did that on purpose.
Posted by: Brian
Notice how Tiger hit that shot so that the Nike logo appeared just when the ball paused before falling in the hole? I think he did that on purpose.
Posted by: Brian
After all that "life after the 30 second spot" stuff, you go ahead and make a 30 and 60 second spot. Well done.
Posted by: Doug Hammond
...but WAS IT a 30 and a 60 second spot? I didn't see it on TV, did you? :) Sure, I could have created something in 45 second or 3 minutes, but the goal here was multi-fold:
1) demonstration of power of both consumer generated content and communal marketing
2) testament of consumer's grasp of brands, branding and what they stand for
3) test to see what Nike would do
4) etc.
Could Nike bring this to consumers in the form of a TiVo showcase? Absolutely. Could it be a VOD clip which is advertiser supported? Absolutely. Could it be a $.99c download on a cellphone. Absolutley.
jJ
P.S. It's going to take a while to help Madison Avenue wean themselves off the crack pipe that is the 30-second spot...I'm just trying to make the journey a little easier.
Posted by: jJ
Story on the "moment" on ESPN.com. Reported by Darren Rovell: http://sports.espn.go.com/golf/masters05/news/story?id=2034767
Posted by: jJ
You know, this is crap. Not the ad, which I haven't watched. But the idea that this shot won the tournament.
In reality, it helped Woods *not lose*. Had the ball stuck at the edge, he would have par. Then he bogeyed the last two holes. Chris DeMarco stuck close, almost holed his third at the 18th (which would have won the title), and tied to a playoff.
You forgot that Woods's drive at the 17th went onto the adjacent fairway? Sure, you were too busy editing your "advert".
Is advertising about losing context? Then that's a great ad. But the story of that Masters should be more truthful: that Woods screwed up the last two holes so badly he was lucky to win. If you forget everything else, remember that.
Posted by: Charles
The link doesn't work
Posted by: Craig Clemens
Wow! I just heard about his shot on the radio and Tiger Woods explaining it. After seeing it, I didn't expect it to be such an incredible shot. Just Did It. I love it. ;-)
Thanks for the clip. Amazing!
Posted by: Michael Swartz
Lucky to win? No.
Tiger was careless on the next two holes, certainly. But on the first playoff hole, Tiger was back in form. It wasn't luck. I knew he'd collect himself together.
Posted by: Perry
Simply remarkable wasn't it? JJ - you were quick on the trigger - simple and full of emotion - nice.
I can't help but think of Caddy Shack and the Bill Murry explosions that finally caused the ball to drop in the whole. But this was real life!
If I saw it first as a Nike spot I would assume that it was fake.
Posted by: Bruce DeBoer
From a creative standpoint, the clip (I saw only the 30 second version) was what all of us saw on the television as Tiger hit the ball, so I am a little befuddled about what exactly you did extra to the video. The "Just Do It" phrase was obviously added on.
On a different note - both the video clip and the phrase (and the swoosh symbol) are copyright protected and cannot be used without the expressed written permission (or general agreement) of either entities holding those copyrighted collateral. I wouldn't be in the least bit surprised if you receive a 'cease & desist' letter.
If this were a spoof, however, one could as a blogger/journalist/satirist go the distance (no pun intended).
Posted by: Seshu
All good points. Here are my responses:
1. I edited down the content, inserted a fade in and out, stripped out the audio of "this guy's pretty good" and overlayed "Just do it" - impressive? not really; creative? I think so. In fact the simplicity of the message matched with 3 words kind of says it all. No retouching. No expensive shoots in Bali or Cape Town. Just reality. Call it reality advertising if you like.
I won't be quitting my day job any time soon.
2. If Nike does issue a C & D, it would be the wrong decision. They're a pretty amazing company and brand and their marketing to date is the embodiment of "life after the 30-second spot" I reference them many times in my upcoming book and even thought of dedicating the book to them based on installing some hope that we don't all suck at marketing and advertising.
So, do I think they're going to set the legal eagles on me? No.
This is a new and exciting time for marketers - faced with both opportunities and threats for those who embrace and resist change respectively.
Today the footage has been seen by many thousands of consumers who I would bet are closer to the brand because of it. I was not paid to do so. I don't intend to be.
3. ...and so to your third point, was it a spoof? I don't know...whatever floats your boat.
jJ
Posted by: jJ
Comment #1: Your server must be getting hit pretty hard -- I can't download more than about 1.5MB of either video without getting cut off.
Comment #2: There were actually two "Caddyshack Moments" in yesterdays round. The other one was when Tiger's tee shot on the par 3 sixth hit the green, causing (or appearing to cause) DiMarco's ball to roll off the putting surface. Would it have stayed put had Tiger missed the green? Who can say? All we know is that at Augusta, one needn't resort to a bunny-rabbit made out of plastique explosives to change the outcome of a match.
Posted by: Paul
Comment #3: It just occured to me that Tiger already did a commercial based on Caddyshack in which he played the "Carl Spackler" part. (Though that may have been for American Express instead of Nike.)
How about this: a two-part campaign that starts with your "reality-advertising" spot, then builds on it by splicing in the Caddyshack bits? Or maybe just cutting to Tiger-as-Spackler offering an innocent (or perhaps knowing) eyebrow-raise after the ball falls? Could be funny stuff... :-)
Posted by: Paul
Should this be named the Tiger hole, or the Woods hole. One or the other is definately in order.
Posted by: Walter
"I edited down the content, inserted a fade in and out, stripped out the audio of "this guy's pretty good" and overlayed "Just do it" - impressive? not really; creative? I think so."
Umm... okay. If you think so. Sorry, but all I saw was the same thing everyone else watching CBS on Sunday saw, with a three word addendum.
After reading your initial entry, and then wading through all these congratulatory responses, I guess the only thing I was wondering was if anyone else noticed you weren't wearing any clothes...
All hail the Emperor!
Posted by: Ken
wtf? what's your message here? "isn't nike's synergistic multi-faceted media omnipresence exactly hypertonic to its desired goal of creating a dynamic 'brand-zenification' with its consumer base? this shittily constructed ad (in 2 different cuts!) really proves it." the best is when you call it creative, or when you say you won't be quitting your day job when from the looks of your site this is you day job. fucktard.
congratulations on your national exposure.
Posted by: bill
A great "golf shot" and a great, albeit skull-crushingly-obvious, marketing opportunity no doubt.
As for you creating what should be the next Nike commercial; you may well be right, perhaps footage of the shot itself is compelling enough, though I would hope that Nike have secured the services of creative staff possessing some measure of talent, capable of producing something far, far better.
As for "It's a tribute to Creativity. It's the embodiment of everything the Nike brand stands for." written by you in your post, in reference to your "creation", what on earth does that claptrap mean?
Hillariously dull.
Posted by: Ian Scorer
Jeez folks. Is this the most creative, visionary, and out-of-this world bit of splicing ever done? No. But as an artist (and one who tends to hate advertising), I understand that creativity is often times doing all that is necessary. The original teleplay of this shot didn't need much work to become a smooth 30-second piece, but it needed some. That's all he did. His efforts won't change the world, they don't have to (the shot already has, in it's own small way). But there's no arguing that he employed creativity. He has been nothing but honest about that fact.
As for the game, people please. Of course this shot isn't what won it for him. Although it doesn't embody Tiger's entire performance (I still think it may), it does embody the experience for those of us who watched the tournament. By no means was he "lucky to win" the tournament. He started the day by with an astounding stroke lead, didn't bring his best stuff to the last round, and still found a way to win. He is the most talented golfer out there, a few years ago he set the bar so high that even he is out of "luck" when it comes to the level of scrutiny some short-sighted fans are willing to bring. At the top of the game, he decides to change his swing, and it takes him three years to come back, still without the respect he deserves for winning his 9th major. But I doubt he would complain.
As for Nike's ownership of the phrase, God help us if we creatives (even hopeful advertisers) are going to be slaves to copyright. According to the law, Nike owns images, phrases, objects, and in some ways, people. Should society as a whole bend to these out-of-tune works of legislation, then they'll own us, and culture too.
Posted by: Robert
as sad as it sounds, i think i've come up with a new life mission - to belittle as much as possible the intellectual value of mr. jaffe's 'work'.
"there's no arguing that he employed creativity" - uh, yeah, there's lots of arguing against it. I'm not saying minimal means not creative. I'm saying not creative means not creative. He uses an existing slogan to follow an existing piece of footage, in a way almost identical to what nike has been doing in tv commercials for years (is there a nike commercial that doesn't end in a 'just do it' screen?) the 60 second cut is just awful for an advertisement, it's way too long and drawn out and completely lacks the tension of the actual moment. the thirty second one might actually work, but as the previous poster has pointed out, it is so "skull-crushingly-obvious" that a single monkey given one typewriter and an hour could have pounded it out.
furthermore, the point of the post was not to display the wonderfulness of some crappy ad, but also to illustrate some significant something with said crappy ad... to which i respond: are you kidding? who needs a marketing class to realize its a good thing to have one's products prominently featured during exciting moments? isn't this exactly why nike pays woods such an exorbitant amount of money, so they can get moments like this? i mean, this has been figured out for decades...
i don't know that it's possible to properly put into words how ass stupid this post, site, and author are. everybody who thinks the author has said anything significant is likewise ass stupid.
thank you for your time.
Posted by: bill
The only "ass-stupid" people here might be the ones throwing names around, possibly out of an insecurity arising from the fact that they don't feel they can prove a point without said insults. But I don't know, because I don't those people, or this site's author.
Like I said, his 'work' didn't blow me away, but creativity is a simple matter of terms. He made a number of decisions, which involved either reduction or addition to his production - creativity. When you say he isn't creative, I think you may be confusing the word. His work here isn't museum-bound, far from it (it was merely an exercise, as he admits). Should we visit a museum, the confusion of terms that now marginalizes your point (which is there, beneath the insults) might be made more clear if upon viewing a painting I said "God, that painting is awful, it is so unpainted." It may not be a good painting, it may in fact be a ridiculously poor use of paint, but it's still a painting.
The same could be said for creativity, which is choices - not talent, impact, gravity, or style.
Posted by: Robert
The clips sound interesting, but the links aren't working for me... bandwidth overload perhaps? Has anyone mirrored it?
Posted by: Marcus Tucker
Ditto about a mirror, did anyone mirror the clips? Dare I sat Torrent?
Posted by: David Kaspar
Try: http://mp3.morningcoffeenotes.com/movies/justDidIt.wmv
Posted by: jJ
Last thing I want to do is sound churlish, but simply showing a clip of the shot isn't exactly creativity, is it?
Posted by: Rob Hobson
Bill--as far as your mission in life is concerned, it may be sad but from what I have seen so far it is hero's work. Thank you, thank you for your posts on this. Please get in touch. I have questions.
Posted by: Tom
That's going to be a commercial is all my wife and I could say just after watching the amazing shot Tiger made. Nike should make their logo glow or pulse just has the ball hangs for that split second.
I wanna be like Tiger.
Posted by: Mark
though i am insecure in general, i'm very secure as regards my ability to prove this point. i think of the insults as cream frosting on a big juicy cake of chocolate, logic, and insight.
"Creative is a simple matter of terms" Okay, fine, I'll grant that. 'Creative' could be reduced to 'there wasn't something, creativity happened, and then there was something' what a useful term it becomes at that point (should i use peanut butter or jelly, ponders the creative sandwichier...)
I prefer to think of 'creative' as some kind of unique talent, because then I can get on message boards and flame people who 'create' shite. So, that said: "ass-stupid" and "fucktard" still do a wonderful descriptive job vis-a-vis this site. Have you read the follow-up post? "The power of community" at 43 comments, half of which are decidedly negative. What an effin tool. TOOOOOOOL...
Posted by: bill
anyone tell me when the last time nike used the slogan "just do it" was?
Posted by: h.sidney
Thanks, iJ, your link worked. Having not seen the shot previously (returning from a cruise) it's an amazing shot. And I don't think that it's too long at 60 seconds. It would make for a nice ad that every golfer / wannabe would appreciate.
Bill, get a life. No need to be a tool yourself!
Posted by: Doug
Bill, you continue to mischaracterize creativity. Your example of a PBJ sandwich works far better for my case than yours. It involves decisions, and no matter what PBJ sandwhich you make, it will be different from all PBJ sandwiches in the history of just such a sandwhich. Will it still be one of the most boring, predictable sandwhiches ever? Yes. Will it do just what it was designed to do? Probably. Creativity was involved, because the maker had to choose. It wasn't a lot of creativity, and it wasn't innovation (which may be the word you're looking for), but it was a choice. It may be shite, but calling it uncreative is just bad English.
As for your life mission, you must be a financially dependant on someone else, because although it's clear that you're being sarcastic about your life mission, it's sort of incredible that you go to the lengths you do to insult someone who honestly hasn't done enough to be insulted. It may be the cream frosting for you to sound like a 15-year-old, but for most people it just prevents them from reading everything you have to say. If that's not the case here, try that with the people you'd like to be critical of in the real world, and then ask why this is any different. Your anonymity (bill@bill.com) allows you to throw words without reproach, but it also means nobody is listening.
Of course this isn't community, and of course this site's author has a mutant ego - but what are you doing? If this is ass-stupid, why not go spend your short life looking at something that is ass-smart. The internet is a big place.
Posted by: Robert
Here's the commercial:
the shot's path itself is shaped like the Nike swoosh.
The camera focuses on the ball... the ball falls in... the camera shakes, the crowd goes frickin berserk... the shot zooms out from the ball, tracks back, and cranes upward so that the camera is facing down on the scene, with the fictional ball line in the fictional dew evident... the swoosh is superimposed... fade out
Take it, W&K, free of charge.
Posted by: Joe
I am glad I missed the Masters so I could see the "ad" play out the way it did - Unadulterated brilliance.
Thanks Jaffe for making me believe in the good stuff!
Posted by: thresher
Hi all - been on the road, but following all the posts closely.
Congratulations Bill - you are officially my first ban. I'm not editing or deleting your previous posts, but I'm afraid that you did reach your "fucktard" quota.
Thanks to all who stepped in and spoke up.
One recurring theme has been the definition of creativity - what constitutes a great creative effort? Is it the actual execution or the idea? Is it the initiative or the action itself? Or is it the distribution of that idea?
I'll try and address these soon...but in the meanwhile I do want to stress one thing: (not that I feel I need to defend myself, but just to avoid Bill from exploding) I never called my effort creative...certainly not from the perspective of slick editing, special effects, witty copy, unique concept (you get my point)
That being said, doing nothing more than tag on 3 words to the original/unedited/unaltered content is arguably pretty "creative" insofar that it did not attempt to reinvent the wheel or complicate something that was by its very nature unspoiled and pure.
Personally, I think the initiative in getting this up and online within a few hours is the real story, coupled with over 35,000 visits.
Anyway, bill you can come back anytime, but you're going to have to come up with a new word other than fucktard.
jJ
Posted by: jJ
Great footage. Nothing I didn't see when I watched the Masters on Sunday though. All you did was show the actual shot, I was hoping for some creativity. Still an amazing shot by El Tigre.
Posted by: DP
Nice job, Joseph. I like the placement of the "Just Do It" text over the commentator saying "This guy's pretty good".
"Funnily enough, I would have been able to do 10x the job with iMovie"
Why didn't you use iMovie then? I think it would have been worth it to wait until you could figure out how to add the swoosh at the end. Great job nonetheless.
Posted by: Josh
Thanks Josh...
The "this guy's pretty good" sound byte came about a minute later and I pulled it in to make for a pretty nice ending - understatement of the century!!!
In my previous day job I was iMovie enabled on my iBook, but since I started my business I am back on PC. iMovie was just sublime.
That being said, I think the beauty in this was the fact that I didn't have to do much - if anything at all - to reflect the brand value associated with the moment of truth. The minimal editing I did do made for a pretty natural viewing experience (not dissimilar to recalling the event itself)
jJ
Posted by: jJ
I'll cut back on the profanity, but I refuse to be banned. Sorry.
I'm dedicating so much effort to this because I feel strongly that advertising people are the absolute bane of society. You saturate my space, my senses, my life, without my consent, because you want me to give you money. I can't even opt out.
I can't tell "advertising" as a whole to go screw itself, but I can tell you. So, yeah, go screw yourself.
Anyways, there are lots of advertisers out there. So why you? Well, frankly, you're particularly galling, because you've created very little, very poorly (even for advertising), and claimed it as something significant. I'm sure a good number of your hits comes from being linked by kottke's front page, and he says nothing about your ad angle. You're just a video feed, one of the easiest places to grab a copy of the clip (consider: 35,000 hits, 55 comments. Yeah, people are definitely here for your insight). That makes no difference to you, though; you'll gladly put up an update crowing about the power of community, etc.
How can you justify your self-congratulatory mannerisms? Do you honestly think you're doing something valuable for society? Even for the field of advertising? Going back over some of your other posts, the most insight you ever offer is a link and a stupid blurb along the lines of "Read this article. Done? Okay, I agree with all that was written there, so regard me as a marketing guru."
As I said before: Nike had this one covered way before you got here. They decked out Tiger in thousands of swooshes knowing full well that he would be shown on millions of screens thousands of times, at least a couple of which would be Special Moments. So, sorry bud, you're not giving us much.
Posted by: bill
That is great Joseph!
Is the alternate angle video out there showing Tiger, Steve Williams and the crowd? Just watching their reaction as the shot unfolds is great.
Posted by: lambda379
I've had trouble getting this to play. I've sent it on to a couple of golf-loving friends of mine, so I only hope it works for them. Having said that....
This was the first I'd seen or heard about this shot. So let me say thanks for that, first of all.
Secondly, it's a great moment in and of itself with or without Nike.
Third, my favorite part is "this guy is good". I've watched a couple of times and it made me laugh. And that line has nothing to do with Nike.
And lastly, no ad will ever hit that emotional chord with me like the Nike ad after the Red Sox won the World Series. (I was in an airport heading to Boston, having bet on there being a Game 5, when I saw it. To my embarassment, I shed a tear at a commercial! ha)
But this represents all that Nike wants to do, doesn't it? "Innovate and inspire". Associate with great, emotional sports moments, while aspiring athletes (defining anyone with a body as an athlete) to do the same?
And really, it's about the moment. It's about aspiring to greatness and working to see your dream become a reality. That's why these sports stories get to us, right?
With, or without, Nike.
(Of course, Nike does do a fantastic job of associating themselves with those moments. And that's why we love them.)
Posted by: Deb
Pretty good indeed.
BTW, you might want to add a comment encouraging people to download the file instead of trying to stream it. I know after all these years I should have figured that out in the first place, but it occured to me to download the thing to my desktop only after waiting 15 minutes for it to buffer, first.
Posted by: Rick Bruner
I'll mirror the 30 second spot as long as I can:
Posted by: Josh
I think bill is simply an ad exec who's pissed off because you came up with the idea first.
Posted by: ray
True. True. Or did he claim that was his line for Budweiser as well?
Posted by: jJ
I promised myself I wouldn't waste time doing this, but as Ahnuld said, "I lied."
Has anyone bothered to analyze what is going on here?
Let's say Tiger never came close to making that shot--never even took the shot--and Nike decided, "wouldn't it be cool to have Tiger making a totally nutso shot and have the ball with our logo on it hesitate and then drop in?" So they make the spot by faking everything in and run it. Yawn. Just another Nike commercial. So I ask you all, minus Bill, Ken and one or two others, what exactly is it you are fawning over here? Is it that your brains are so infected by TV commercials in general that you are so amazed when real life actually produces one (minus the tagline that someone--anyone--could have stuck on later)?
To recap:
Tiger's real life shot: Unbelievable
Nike faking it for spot: Yawn
JJ playing the kid's game "wow, this would make great commercial": A revelatory experience.
You have got to be kidding.
I thought Letterman's spoof the other night displayed far more creativity. He showed the clip, and at the end, as the ball is sitting on the edge of the cup, the toe of somebody's golf shoe enters the frame and kicks it in.
Speaking of creativity, Robert doesn't have any idea what the word really stands for, but he was correct in implying that such online forums as this are not the real world. It's true. This is the gooey, make believe world of the Internet. And the reason Jaffe deserves to be exposed is because, like many good salesmen over the centuries, he has found a gullible audience and is passing off snake oil.
Wake up folks. You want 'new marketing'? Stay right here in goo land. You want your brains back? Step away from the browser.
'Thought Leader' my ass.
And by the way, with Verne's "This guy is pretty good" deadpan at the end, doesn't anybody think the footage would make a better commercial for the PGA Tour, whose tag line is "These Guys Are Good."? Point being, Tiger's shot is what the PGA Tour is all about. For Nike, it's so much borrowed interest. In the real world, people understand that. They also understand that it's a pretty good strategy for Nike to go out and buy the best player on the Tour. But how smart do you really have to be to do that? All you need is dough.
Posted by: Tom
Just read that Augusta National Inc owns the footage and Nike will have to negotiate with HOOTIE for the rights-good luck Nike
Posted by: Ron c.
******* ******* *******
"So I ask you all, minus Bill, Ken and one or two others, what exactly is it you are fawning over here?"
******* ******* *******
No one here is "fawning."
We are simply impressed that someone was able to spot something interesting, and connect it with something else.
The brilliance of this "ad" is that it's by accident. It wasn't planed. It feels real because it is real.
That's what we like about it.
I would buy into this ad because it's not faked. The announcer isn't "acting" excited by the shot--he really is excited.
And the creativity takes place because someone was able to connect _real event_ to _good marketing opportunity_.
Anyway, I'll restate my first point. I think the people who are bitching about this are probably ad execs who are pissed off because some "layman" come up with a good idea--proving that the glory days of the overpaid ad agencies are over.
Posted by: ray
"You saturate my space, my senses, my life, without my consent, because you want me to give you money."
Bill, I can only assume you're 21, fresh out of college and have no knowledge of the last few decades of direct marketing. You have no right to opt-out of anything other than what's sent to your inbox, your telephone, and, possibly, to your home. The airwaves, cable signals, pre-movie dvd space, and even the minutes before a movie in a theater are all fair game for advertisers without one iota of "consent" from you. The little sticker on an orange, the video display in an elevator, the Coca Cola logo on the highschool sports scoreboard... all perfectly fair game.
Who are you anyway, that your "space" should be somehow left pristine and untouched? You know what Prince Charles sees when he turns on the tele? A commercial! And he's a freaking PRINCE!
So, Bill, baby, get real. Or move to Montana and live in a tent under the clouds, which have not yet been pre-fabbed in shapes of corporate logos.
Posted by: FBF
FBF, that's my point. I can't opt out, though I want to, because advertisers have taken it as their god-given right to bombard me from as many different directions as they can, and they're always looking for more. I don't want to move to Montana, I don't want to seclude myself from society... but simultaneously, I would like to have at least some moments of my life sequestered off from someone trying to sell me something. That's why I say "screw advertisers". So, brilliant, you get ten points.
And ray, you said "And the creativity takes place because someone was able to connect _real event_ to _good marketing opportunity_." You, likewise, not bright. My point isn't that jaffe is wrong about the putt being a good thing for Nike, it's that he's an idiot for thinking it's something significant to point this out. So, one more time, slowly... tell me if I'm going too quick: Nike... already... knows... that... these... moments... are... good... for... business...(still with me?)... which... is... why... they... pay... Woods... so... much... money. Did you catch it that time? Subtle, I know. It's not often people are called idiots for being right, so I'll give you a pass this time. Ten points to you, too.
Oh, and I'm not an ad exec. So minus 5.
Posted by: bill
*** *** ***
My point isn't that jaffe is wrong about the putt being a good thing for Nike, it's that he's an idiot for thinking it's something significant to point this out. So, one more time, slowly... tell me if I'm going too quick: Nike... already... knows... that... these... moments... are... good... for... business...(still with me?)... which... is... why... they... pay... Woods... so... much... money.
*** *** ***
I don't watch golf, at all.
I didn't even know there was a golf tournament going on.
I have never associated Nike with Golf (I'm more of a Basketball, Baseball, & Football guy).
Jaffe sees an interesting event and thinks "Wow, this would be a good commercial."
My friend, who loves golf stumbles across this and thinks, "This is neat, I'm going to forward this link to my friends."
Now I see this "commercial."
I then find out, it's not staged, it's real.
I think, "Wow! Maybe golf isn't as boring as I think it is. And Nike has golf products?"
Then I forward this link to all my friends and say, "Check this out, it's from Nike."
So maybe one day if I ever get interested in golf, I may think, "Well I remember that cool Tiger Woods commercial, and he used Nike products. Let me check that out as well." (Doesn't mean that I'm going to buy Nike just because a celebrity used it, but I will remember from now on).
Oh, and Bill, regarding this point system, I'm not sure how it works but let me try:
You are indeed an ad exec who's upset because someone put this up before you did. Minus 7 points for lying.
Posted by: ray
Fabulous! I looked for three days for this clip. Anybody wants to criticize this ad is just plain jealous.
Posted by: abc
i don't get the ad exec thing. oh well.
i never said it was a bad concept for a commercial. i never said the concept wouldn't be effective at selling nike products to a wide variety of people. in fact, i said the 30 second version would work fine. what i said was: it is completely obvious, and exactly what nike was hoping for when they signed tiger to a multi-million dollar contract. in other words: jaffe is right about the commercial being good, but wrong and stupid for thinking he's special having come up with it.
you didn't do well on the reading comprehension portions of standardized tests, did you?
jaffe's whole site is like this. he takes obvious ideas, or other people's ideas, and then parades around like he's some kind of genius for having pointed them out. he uses terms like "new marketing" as if they mean something. he talks about the power of community at ~50 comments. he claims to have a jaffe "i told you so" file. he expresses some measure of surprise that the new york times doesn't mention his crappy blog. this is what i hate. this is where my vitriole is directed.
Posted by: bill
You didn't do well on writing essays and persuasive arguments in English classes, did you?
So my question is, if you dislike Jaffe so much, why are you even here? If the information he gives is so obvious, then perhaps you can create a blog and share your insights.
Please let us know when you do!
Posted by: ray
Face it. The shot was pure dumb luck. so was DiMarco's near-miss chip pure luck for Tiger.
Posted by: Big D
Does the link to the spots still work? I can't get there. Does anyone have the right URL?
Posted by: Super Stitious
Friggin Dope. Good job. I got this link from http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=29210&Nid=12997&p=236129 you must be really good at what you do. Great blog too. I'll be watching this site from now on.
Posted by: sal
Bill has some remotely compelling points but is too much like the screaming kid in the grocery store. He just wants everyone to pay attention to him.
Ok, Ok, I looked his way too I know.
I'm a sucker for advertising.
That's all his whining is doing, isn't it? ... Advertising his anti-advertising point of view?
So who is the better advertiser? It's the guy who did the actual work, not the whining toddler.
Creatives need to spot the billiance that occur around us, or invent brilliance that we can identify with in some alternate reality. In that vein, I think that this is a billiant advertisement.
This is because like Bill says, Nike is all ready very present in the clip.
They have positioned themselves probably better than any company to have life be their commercial. So when this moment occured they were poised to reap the benefit. jJ's commercial is a logical progression of the brilliance of Nike's marketing strategy.
Thanks for taking the time to edit and post this clip.
As for Bill, well, we can all have pity for the shallow minded whiny children of the world and hope that one day they'll grow up.
Posted by: UnCrash
Thanks for your comments. I thought you nailed a crucial point and I should shout it out on the top of the highest steeple:
"They (Nike) have positioned themselves probably better than any company to have life be their commercial. So when this moment occured they were poised to reap the benefit."
Brilliantly articulated and brilliant point. jJ
Posted by: jJ
We will no doubt see a spike in sales for "The Ball"
If the ball had not fallen then what?
A few holes earlier the vibrations from the impact of Tiger's ball hitting the green actually caused Dimarco's ball to lose its hold and roll off the green. That is one powerful ball!
Posted by: MG
Oh, I thought Tiger's evil glare did that!
Posted by: UnCrash
Hey great ad! I wouldn't be surprised if you start being courted by Marketing firms/ad agencies to come and work for them. Kudos on the work.
I wonder though, if Tiger's Manager will try to sue you for the rights to use his image to advertise Nike when he's not been paid for it. I can't see them being able to go after Nike since they didn't authorize this, but I could see Nike suing you for using their slogan without permission, or the broadcaster could sue you for reproducing the broadcast. Watch yer butt my friend. :)
On the topic of concern about average citizens helping corporations to further inundate us with advertising - I had the same first reaction, but upon further thought I realized we're almost all guilty of that aren't we? My car is branded with the name and logo of the company I bought it from, my favorite cozy sweatshirt has a certain company's emblem emblazoned across it, heck even my sunglasses feel the need to advertise their maker while I'm just wearing them on my face.
Advertising is a fact of the market economy. Like it or not, it's here to stay as long as we buy goods for money, and money is needed to survive.
My two cents. (see yet again... money.)
Posted by: TrixieMcG
Trixie - thanks for the concern :) I suppose if that C&D letter comes along, I'll have to decide whether to dig in my heels or run for the hills with my tail between my legs!
You said: "I wouldn't be surprised if you start being courted by Marketing firms/ad agencies to come and work for them. Kudos on the work."
...actually I would be surprised. The problem with the industry is a lingering aftertaste of arrogance and a lack of humility.
I did not do this for expecting to be approached by Nike, Wieden + Kennedy, or their competitors. But it is a gifthorse staring at them right now.
Personally, I think Apple should have hired George Masters - who created a truly beautiful iPod ad. At the very minimum they should have put it on air.
Again, I did not do this expecting anything in return - good, bad or ugly.
...but I will let you know what happens.
jJ
Posted by: jJ
You're welcome.
Did you do this just for the publicity it would bring to your site?
In either case, it doesn't matter, I'm just curious. If you did do it as a publicity getter good for you. I hadn't heard about your site until now (don't even REALLY know what you do here yet) but now that I've been here, I'll take a look around when I get a chance.
On the topic of the insults you've been getting. To be subjected to some of the flaming you've been subjected to? *shakes head* Shameful, absolutely shameful. I will never get used to people spouting off at the keyboard as they do, full of profanity for absolutely no fricken reason (hehe), when most of them wouldn't say 'boo' to you in person. I guess the anonymity of the internet makes everyone a Champion of their cause, "King (or Queen) of the world" (at least in their own minds and at their own desks). Some champions are just more eloquent than others I suppose.
Good luck,
Trixie
Posted by: TrixieMcG
this is a nice commercial but instead of "Just Do It" being at the end...it shud be at the beginning with the Fade in ...then play the clip...Afterwards...end in a black screen with "Just DID It"...with the Nike swoosh on the top of it
Hope to Help...
Posted by: Quintin
This is Bill's civil alter-ego, Tom. I would like to apologize for the manner in which Bill has tried to make his point. While it is a distasteful way to entertain one's self, Bill seems to enjoy it, for whatever reason.
Putting aside the insults and profanity, I do think that Bill makes some valid points. If we are here to discuss new directions that the marketing universe should explore, we gain very little by retrodding the paths that have already been worn bare.
Nike and other companies have long understood that elite athletes (and their elite accomplishments) are extraordinarily helpful in moving product. It seems spurious to claim any sort of unique or innovative talent for having picked up on a fact that has long been well established in the advertising world.
Mr. Jaffe's other blog entries seem to me to be rather similar in their form. They point to an advertising decision that another company has successfully deployed, and then attempt to associate that success with Mr. Jaffe's work, though in no cases was the cited company acting in any way on advice from Mr. Jaffe.
This typically would not concern me in any way, but Mr. Jaffe appears to be using this site to promote a book. If the book is a simple retread of well-established advertising ideas, what does the consumer gain in the way of innovative ideas by purchasing it? Or, if the book is meant to be a handy reference of proven advertising strategies in general, then for what reasons would Mr. Jaffe feel the need to act as though he were advancing a new or innovative idea?
Posted by: tom
I would also like to offer an alternative that would make me immediately retract my previous statements. If Mr. Jaffe were being secretly paid by Nike to disseminate this commercial in an effort to circumvent Augusta National's copyright on the clip (advertising, as far as I know, does not fall under fair use guidelines), then Mr. Jaffe is a genius for having offered his service and Nike continues to display its alpha-marketer status by taking him up on it.
Posted by: tom
Tom - Thank you for remaining calm.
Incidentally, how many books have you purchased today?
Your most recent comment is great...but sadly, Nike is not paying me on the side and even sadder, by your definition I am no genius (see...I don't take credit for other people's ideas all the time)
I will say that your idea is really interesting and very "creative." I've heard of cases where companies have done similar things - for example, there are rumors that Budweiser payed for all the Whassup spoofs, but I've never heard of a case where this was done to circumvent rights issues.
One would think that in this particular case though, Nike would only be too happy to purchase the rights - lock, stock and barrel (and then some) They certainly have the money...
Thanks for joining the real conversation :)
jJ
jJ
Posted by: jJ
Nike certainly has plenty of money, but as much as Nike wants to sell golf balls, Augusta National wants to sell prestige. The moment is good for Augusta, but the moment being exploited to sell golf balls any more than it already has is bad for Augusta and they know it. This a southern gentleman's country club. They already have plenty of money. There's no way they would risk that prestige by selling the clip, at any price Nike would be willing to put forward.
I'm saying all of this not knowing exactly what the legalities are, under the assumption that Augusta owns the clip and Nike can't use it without Augusta's permission. If this isn't the case, then obviously I'm wrong about the whole thing.
If this is the case, then Nike is smart enough to realize Augusta won't sell. They're also smart enough to realize that the benefits of getting something (anything) out there are huge. Of course, the risks of being associated with that something are likewise huge.
So... what to do? Well, there's blogging. What if some disassocited guy created a really low budget version of our ideal commercial as a sort of personal project? That would fall under fair use, right? Nothing illegal about fair use. It's not his fault if everyone and their dog start linking to it.
It all fits. I think the one mistake was in making the video so poorly put together. If this were a passionate amateur's personal project, they would have taken much more pride in their work. Anyways, I think we'll be seeing more of this kind of thing in the future. It really is a brilliant idea.
Posted by: tom
JJ- Your blog was mentioned in the weekly newsletter that went out to all 9,000+ Nike USA employee's today. My guess, this company LOVES you!
Though what you did was rather simple, the concept of bloggers doing things like this is absolutly revolutionary. Congrats...
Posted by: Nike Guy
Nike Guy - if only your e-mail were real! Thanks so much for the inside insight.
I too, love Nike...the brand. I'd love to see a copy of that e-mail (wishful thinking perhaps, but you never know...)
I still go back to the following comment (not mine): "They (Nike) have positioned themselves probably better than any company to have life be their commercial. So when this moment occurred they were poised to reap the benefit."
In other words, Nike put themselves in position to win. Not many can say the same.
Many comments are wondering if/when Nike contacts me and so am I. Call it that insatiable curiosity that was responsible for this in the first place. I'm bursting with ideas...I won't even charge :) but only if they purchase 9,000 copies of my book as I'd hate for any of the employees to miss out! (that was for tom a.k.a. bill)
Seriously, I think Nike is the one company that could take this to the next level and although their silence is golden, I'd like to spin that gold into something a lot more precious...blogs are nothing new to them (Art of Speed) so this should be child's play by now.
Anyway, thanks for the note. Really helps validate the fact that one consumer can make a "brand" difference and I certainly hope the 9,000 employees are proud of themselves as everything from Sunday thru today really represents their achievements.
The amazing thing is that everyone who watched the Masters and everyone who visited my blog knows it too.
jJ
Posted by: jJ
Wow.... how did you ever come up with that idea???? You must be an engineer.... Great creativity............... Did you get the footage from tsn?? Idiot
Posted by: P
Um... windows media viewer?
Posted by: Matt Guemple
A magical moment and it perfectly matches the Nike brand essence. And, props to you for the sounds edit and timing on "Hey, this guy's pretty good" voice over.
"Citizen-created" ads are possibly the best thing on earth for brands that can inspire such behavior. All too often the brand is seen as the used car salesman that you would do anything to avoid. Nike--despite its well publicized labor practice issues--inspires by example. Tiger Woods epitomizes that spirit and his comeback this year (if he was ever really "away") drives the point home. Get out there. Forget last year. Just do it.
Experience and essence is everything in brand marketing. Those brands that can make a claim like Nike can have earned a place in not only the minds of consumers, but far more importantly, in their hearts as well.
KW
Posted by: Kevin Wells
I didn't hear about "the shot" until hours after it happened. I did hear about this
30 second opportunity to see it days later.
I was curious. I checked it out. I'm rather upset at you pompous self-righteous so-called "experts" who are just reaming this guy a new a-hole. Grow up. You can argue creativity and technical merit till the cows come home...If you feel particularly cavalier today, you can also argue politics and religion while you're at it, BUT, and I repeat BUT, you've absolutely missed the point of this whole exercise. We're in the advertising business, and the bottom line of this business is it's abilty to persuade.
Bob, Tom, all you other yay-hoo's who have not a kind word about this site (nor anything else in this world it seems)...
in spite of everything else, you are here, on this site....because something, somehow, somewhere "persuaded" you to do it
You, gentleman, have fallen victim. The last laugh is on JJ...His "ads" work, after all, in spite of all your own superior intelligence, you're still here reading this aren't you...Ha, go look in the mirror.
Posted by: kt
Jj- Glad I could share the love from out here in Beaverton. Didn't leave my real email for obvious reasons :). I can get you a copy of the email if we can figure out how to do it without the world seeing both our personal email addresses....
It was out weekly newsletter that usually contains 3-6 news items from the outside world. The news item that mentions your blog was from Gavin O'Malley @ Media Post.
Posted by: Nike Guy
Nike guy (I feel like we're Pen Pals)
Why don't you set up a free e-mail account at hotmail or gmail or something like that and send it to me at jaffe@getthejuice.com
It's not essential, but would be cool.
Over 100,000 people have seen the video (and that's just the number I was able to measure) and more importantly, I've been really energized by the comments on this string...the good, bad and ugly.
There have been some really strong ideas mentioend and I hope the corp marketing folk at Nike plus their very talented agency are taking notes ;)
jJ
Posted by: jJ
P.S. There has been a lot of Nike and W+K banter about producing "the official response" i.e. the pro version. Any idea when we might expect the grand launch?
Why don't you send the TV schedule together with the e-mail and I'll post it for all to see.
It could possibly be the first time I've ever tuned in to see a TV commerical (and probably the last too)..but what a twist it would be.
jJ
Posted by: jJ
I hate to say it, but CBS will never relese that footage for NIke to use in a commercal. although it would be perfect, its not going to happen. but what a shot, and what a tourney....whoever said Tiger was in a slump easily forgets his amazing ability, and the fact that he hasn't missed a cut in over 100 tourney's.....can you say amazing one more time?
Posted by: Nate
Years ago, the Rolling Stone critic Jon Landau famously reported after seeing Springsteen the first time: "I've seen the future of rock and roll and its name is Bruce Springsteen."
I only bring this up because it seems appropriate to put the Yahoo-produced “It’s a Broadband Life” event--held at the Museum of Television and Radio yesterday--into perspective. A truly insightful experience, the first panel seated was Phil Guarascio of the NFL, Jeff Zucker of the NBC Universal TV Group and Lloyd Braun of the Yahoo Media Group; nicely moderated by Doug Weaver of the Upstream Group.
Much was discussed, attempting to answer the question of whether each was a broadcaster or a content provider. Each agreed with the other that they were all content providers vs. broadcasters or distributors. I could not have disagreed with them more.... more on that later.
But what was truly amazing besides getting it wrong (IMHO) on what business they were really in, was that--at the end of the discussion--there was no concensus between each of how they would continue being content providers going forward.
The big question raised on the panel yet none could answer was, “When will the Internet’s (read: broadband) big moment come?” It then dawned on me that none of them must have seen Joseph’s work here.
Perhaps if they had viewed Joseph’s “Just Did It” spot, it would have been as easy for them to envision and discuss the future as it was for me sitting in the audience.
Paraphrasing Mr. Landau on Springsteen, “I’ve seen the future of broadband content and it’s represented by Mr. Jaffe’s brilliant work.” For me, regardless of what you think of his spot (which I loved) the bigger issue is that the "next-gen media viewer" will be as much a "media producer."
At the end of the event, if the world’s largest media companies are still wondering what a “Broadband Life” will look like, assuming of course each would like to continue making $$ by attracting/entertaining audiences, the answer is it will be by offering their platforms to the Jaffes of the world.
Joseph’s follow-up to his much anticipated, “The End of the :30” might be “The Beginning of the 30:”
Posted by: McKool
I wish file sizes of your clips were smaller, I continue to time out when trying to view these...
Posted by: k
No word yet on if/when we'll release the official version. However, I am not in our Golf group so I will not be the first to know! I imagine we'll do it, but its the timing that we need to nail. A few years ago you would have seen the official spot within a week or so (assuming the rights to the footage were figured out and what no). Now, I am not so sure we want to do that. However, if we wait too long that magic is gone. What are your thoughts on timing?
I'll drop you a line at your email address...
Nike Guy
Posted by: Nike Guy
Interesting scenario here. JJ, will you get paid when W+K rips your spot?
Posted by: Dan
Who knows, Dan.
First things first...was the www.howdiditgoin.com or whatever its called a Nike production and if so, is this their "response"?
As of yet, they haven't contacted me and to the best of knowledge they are not going to run my spot (even though my spot is really not much more than recapturiing the moment in its purest form, with some minor audio and video edits)
I still believe the best thing they can do is to leverage and build on the momentum generated from this (meaning my efforts), however it's now 2 weeks from the time I put up the spot and I'm not going to hold my breath that the phone is going to ring.
Perhaps the question is WHY wouldn't they figure out a way to contact me and work with me on this one. I think you'd agree with me that it's a no brainer of a decision...so why then? Pride? Fear? Ego?
jJ
Posted by: jJ
i'd say that's just Tiger's way of giving back..........to Nike. It doesn't get any better than that!
Posted by: christine walters
This whole site smells a bit "Apprentice" like...that is, wannabe, amateur and try hard... if you really have any ideas worthy of capitalising on then form a company and stop pissing around in the sandpit ... just do it
Posted by: Ben Dover
Nice job, anyone who takes the time to over analyze this and critisize you is just jealous and destructive by nature. Furthermore all of these idiots have no right to comment until we can view and comment on their commercial work, right? As we all know, talk is cheap...
Posted by: STR
"On a different note - both the video clip and the phrase (and the swoosh symbol) are copyright protected and cannot be used without the expressed written permission (or general agreement) of either entities holding those copyrighted collateral."</