I love this new Nike Golf ad. Love it. Partially because it's getting a more attention than a poster posted to twitter should. We're talking mainstream media coverage. Lots of it. It did what an ad is supposed to do: got noticed, got people talking. It will probably even sell some clubs.
The use of the quote is also fascinating. It's bold and comes off the page like an edict. Even though when Tiger the quote it was in response to worrying about rankings. Not meant to be a mantra (Though, to his point, when you win the rankings do take care of themselves.) The way the creatives twisted it, and the client buying off on it, is pretty brilliant.
What I like most is Tiger's change as a character in advertising. He used to be the golden boy who inspires through his greatness. Now he's the villain egging you on to beat him. Inspiring in a very different, but no less valid, way. Even his goatee and look of determination have shades of Walter White.
He's broke bad. And he doesn't care.