This week, Nike will debut a commercial that features Tiger and Earl Woods. Isn't it interesting how this commercial coincides with Father's day and the US Open? The Nike marketing team is clever, no? Apparently the commercial has been in development since Christmas. Tiger's dad had been really sick well before that.

"To dad and fathers everywhere" is the text that ends the commercial. Are these Tiger's words or Nike's words? We'll never know. Is "To dad" a declarative, yet passive way of solidifying American consumer tendencies and our need to display affection and appreciation through gifts? If Tiger could have his dad back, would he immediately buy him something, or choose to spend some time with him?

Nike has stated in press releases that they respect Tiger and his family and would never release the commercial without Tiger's blessing. But, who's in control here? Nike pays Tiger. These days, how much control does Tiger have over the use of his image? Regardless of Tiger's consent, this is a commercial that chooses to exploit our most personal relationships to further build the third largest corporate-generated holiday, behind Valentine's and Mother's Day. By claiming genuine intention, Nike's exploitation just becomes indirect.

Tiger has always been public about his relationship with his Dad and if he really wanted to share more of this with the public, he could have paid for some TV time with his own money. Instead, Nike is along for the ride.

Isn't Tiger's return to tournament-golf or his chance to win another US Open enough for Nike marketing? Hasn't he proven himself (2005 Masters) capable of providing the theatrics that can fuel a marketing campaign? Does Nike doubt that Tiger will do something marketable in the next four days? Is Nike making up for the last nine weeks of absence? Is it really appropriate, even with his blessing, to capitalize on intimate human relationships and emotions? 

These marketing tactics are used by many companies and I don't have a bone to pick with Nike. All of this is subjective and I have mixed emotions about it. I'll spend time with my dad this weekend and I'll bring him gifts. I'll probably spend some time with these thoughts, hopefully with less cynicism, and draw my own conclusions about why I celebrate Father's Day. I'll determine what's important to me and I guess I have Nike to thank for that. What's important to you?

Thanks Dad. See you this weekend.