First: Tiger Woods makes this incredible shot. That's cool. And it ends up that the Nike logo is very clearly visible throughout the whole thing. Then: Joe Jaffe puts together the shot as a 30 second spot. People think its cool. Now: There's this groundswell of support for Nike's agency to turn this into a regular ad and put it out there on broadcast. What?!
This is an example of why product-placement and sponsorship works, often better than TV ads. This was a success for a new way of thinking about advertising. And yet, the popular opinion seems to be that this magic moment should, instead, be pushed back into a 30 second spot! Is this the same group of of people celebrating the end of broadcast as we know it? I think this just demonstrates how deeply engrained the accepted structures of advertising are: we think in 30 second spots...even those of us who believe that the format is a dinosaur. [Gary Stein]
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