Contrition

Tiger's Weird New Nike Ad

What did he learn? To commercialize his flaws.

Tiger Woods' first post-scandal commercial was released on Wednesday, the day before he begins his return to golf at the Masters. In the 30-second spot, which ends with the trademark Nike swoosh, Tiger does nothing but stare blankly at the camera while the voice of his father, Earl Woods, who died in 2006, intones, "I want to find out what your feelings are. And did you learn anything?" As The New York Times' Richard Sandomir points out, "the answer to the father's question appears to be that serial philandering and addiction rehab can be positioned as a commodity—and that you can roll it out in phases leading to the Nike amendment to the 12 steps: a TV commercial." Ouch.