Mistakes are such a drag. In the very public world of corporations and prominent figures, “I’m sorry” is followed by sex rehab (a luxury of the very rich), practically giving away cars (no interest payments for 3 years), and media coverage to drown in. I’m anthropologically drawn to our cultural fixation on falls from grace and the ensuing campaigns for resurrection. I draw my parallel between two giants in our collective world psyche: Toyota and Tiger Woods.
Here’s Toyota last year in the throes of a beautiful love affair:
Prius + nature + babies + all your friends knowing how much you care about the environment + spending less than thirty dollars a month on gas = Nirvana… until your first really big fight.
The February 2010 spot is a televised bouquet of “please forgive me” video roses. Hey, I still love you Toyota, as do my Mom and Dad (Prius and RAV4, respectively). I don’t fully understand why the pedals didn’t work, and I’m not saying you weren’t wrong, but I also agree with my boyfriend who is an auto technician. Shouldn’t driver’s education courses teach students to turn off their cars when the brakes don’t work? (Prius: Press the “Off” button. My 1993 Volvo: turn the key to the left.) I’m not excusing Toyota or making light of a tragedy, but there is a method that works and will eventually slow down the car.
Then there’s Tiger. I don’t think I’m off base comparing him to a global corporation. Here was Tiger, via Nike, narrated by his father Earl’s voice in 2008.
Tiger is wunderkind in this spot, and referred to as “it” by his father, in an offhand way. I am as disgusted by Tiger’s recent personal transgressions as anyone else, but when it comes down to the new Nike spot setting the media ablaze today, and the verbal beating he got from the Augusta National Golf Club President (who still doesn’t allow female members), I start to feel bad for the guy. Toyota makes cars, and they messed up. Tiger is a golfer, and by the looks of Nike’s latest, I believe he may be as tough as his Dad said he is. The new spot is also narrated by Earl, who incidentally passed away in 2006. To my mind, the fact that Earl’s voice was used in the 2008 spot as well negates the cries of “creepiness” about the current spot. Oh, yeah, 2008 was before we all knew Tiger cheated on his wife! His deceased father’s voice was inspiring back then, right?
Toyota: Thanks for doing your best to make it up to the people who buy and drive your cars.
Tiger: You don’t owe me an apology, just keep on golfing. You’ve both taken your licks for the world.
Nike: What the heck does this have to do with golf apparel?
Katie Jewett