Eye of the Tiger

Tiger's back at this week's Accenture Match Play Championship, and so are the ads featuring golf's greatest player. Accenture debuted two new ads, and Nike put together a great ad featuring all five of it's sponsored golf professionals (below).



Of special interest to me, however, is the advertisement being run by the PGA. At this time I have not been able to find the advertisement, but I will keep looking and post it as soon as I can. It features Tiger, in the dressing room, lacing up his shoes while whistling "Eye of the Tiger."

The ad is great because it says exactly what it needs to. Simple white text says "He's back." and fades to the PGA logo and the Accenture Match Play Championship. Everyone recognizes the song, and having Tiger whistle it provides a bit of ironic humor while making the point - he's focused, he's back, and he's ready to play.

But what a lot of people don't know is that the ad is actually a re-framing of a similar ad for the Fed-Ex Cup playoffs several years ago. They just took the raw footage, revised the text, logo, and tournament, and threw it back on the air. Genius on the part of the PGA, since the ad is probably more appropriate now than it was 3 years ago.