Tiger Woods one of the best golfers in the world made a commercial not to long after his scandle. Nike was the sponsor of it because well they were the only ones that didn't drop their sponsor because of what he had done. This commercial relies on Tigers conscience because well his father passed away and how else would Tiger here these kinds of questions?
The way I took it is that Tigers conscience is his father and his father is asking him why he did what he did or what he learned from it. Its really using the need to nurture. You wouldn't think this because Tiger Woods is a grown man but think about the way Earl is speaking and the expression of Tigers face. His father Earl is trying to talk to him and like any father ask him how he feels or try to get to the root of their sons problem. Nike did a great job on this commercial by using Tigers conscience to calmly deliver a message.
Another need they used is the need for guidance, Tigers father is trying to guide his son and talk to him like any father who cares about his son would do. His father is his mentor and the one who taught him all about the game of golf and told him that nobody will be as mentally strong as him ever. So for his father to calmly talk about what has happened without actually saying what that is, is a way for nike to get there sponsor known. This commercial was really well planned because one it wasn't trying to sell a specific product but instead gave you an insight to Tigers mind whether it is really what he thinks or not.
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