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SBD/Issue 181/Sponsorships, Advertising & Marketing
Tiger Woods Stars In New Light-Hearted EA Sports Ad Campaign
Published June 3, 2010
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EA today will debut a new advertising effort showing Tiger Woods in "oddball sport situations" as part of the promotion for "Tiger Woods PGA Tour 11," according to Suzanne Vranica of the WALL STREET JOURNAL. The campaign, via Heat, S.F., includes TV spots and "online-video ads that will appear on sites such as Facebook featuring Mr. Woods and his 'teammates' in bizarre sports environments like soccer and hockey." EA is trying to depict Woods as "part of a team in an effort to promote the addition of the Ryder Cup to the videogame and the ability for gamers to team play." In one video, several golfers "use curling brushes to scrub down the green" as Woods tries to make a putt. In a TV spot, Woods and a "group of other U.S. golfers run onto the golf course pro-football style, greeted by screaming fans and exuberant cheerleaders" before huddling "with an unlikely team captain: former Chicago Bears coach Mike Ditka." After making a putt, Woods is "greeted by a jet flyover and loud cheers, rather than the usual polite clapping." The spot will be broadcast during the NBA Finals on ABC. Vranica notes the "lighthearted tone of EA's new campaign is a reversal" from Woods' last advertising appearance, when he starred in a Nike spot earlier this year "solemnly listening to the voice of his deceased father" (WALL STREET JOURNAL, 6/3).