Great ad writers understand relevance. Great ad writers speak to the felt need of the customer in a language the customer understands. Great ad writers show instead of tell. Great ad writers dramatize the benefit of the product.
Nike drives the green with the ad for their new driver.
They show what every golfer wants: filthy, drive-the-green distance that forces you to apologize for how long you just hit it.
Well played, Nike. Well played. I’ll be checking one out this weekend (after my wife leaves town).
I think they only way they could have made this ad better is to have it feature new Nike spokesman (and many years the junior of Woods) Rory McIlroy apologizing to Mr. Woods to play on the young vs. old dichotomy of the two. But the ad still totally works and works well.