Viewers’ general reaction to the “Did You Learn Anything?” spot from Nike featuring Tiger Woods? In a word: “ick.”
According to ad evaluator Ace Metrix, the commercial scored well below norms for footwear ads overall, garnering low marks for both persuasion and watchability.
Ace gauged the clip using an online panel of 500 adults. The 30-second commercial, which featured a voiceover from Tiger’s dead dad, received an overall score of 365 out of a possible 950 points. (The norm for spots in the apparel footwear category is 501). For persuasion, the ad scored 428 (vs. a 554 norm for the category), and for watchability it scored 459 (vs. a 567 norm).
Ace said the spot, crafted by independent Wieden + Kennedy in Portland, Ore., was the lowest-scoring commercial in the category since a Nike/Serena Williams commercial that ran last September, around the time Williams verbally berated a line judge after a disputed call at the U.S. Open. That ad scored 353 overall.
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