Tiger and Nike...Really?

So while we're on the theme of of father-friendly or father-focused ads, Nike released a new Tiger Woods ad yesterday, featuring the voice of his late father, Earl Woods. Here are the pearls of fatherly wisdom that he shares during this commercial (in which Tiger is eerily still and silent):

Tiger, I am more prone to be inquisitive, to promote discussion, I want to find out what your thinking was, I want to find out what your feelings are, and did you learn anything?

Oh, there are so many things we could say here - and many of those things are already being said. It's too soon, it's poor taste, it's ill-conceived, it's creepy. Not to mention the fact that who knows what Earl (with transgressions of his own) would say to Tiger.

You know what is interesting here? It's still all about Tiger. Flash back to his press conference a few months ago:

I knew my actions were wrong, but I convinced myself that normal rules didn't apply. I never thought about who I was hurting. Instead, I thought only about myself.

And now an out-of-context quote from his late father asks to know what Tiger has learned and what Tiger is thinking? Has Tiger asked the same of his children? His wife?

No, I'm not saying I want an ad with Tiger and his family and no I don't think they should be followed around paparazzi-style as they work through these issues. But, Tiger's "indefinite leave" to focus on his marriage and family and recover from what would appear to be a pervasive, rampant sex addiction has not even lasted six months.

No one can know if Tiger's heart has changed or how his family is healing...but I have a hard time believing that everyone is already well on the road to recovery and ready for tournaments and ad campaigns...even ad campaigns that are selling shame and penitence.

Clearly, Nike has accomplished what it wanted/needed to. We're all taking about this ad...linking to it...blogging about it. Tiger and Nike are back in the spotlight, but who knows where his family will end up?