Nike ‘Same Dream’ Social Film Tribute To Tiger’s Masters Win & Highs/Lows Of An Illustrious Career

As Tiger Woods put on the famed Masters’ champion green jacket for the fifth time after a sporting comeback like few others, long-time sponsor Nike saluted the win with a social spot showing the highest highs and the painful lows of Wood’s historic career.


Woods, a golfer with unique mass market appeal who boosts TV audiences and apparel sales like no other golfer in history, has endured triumphs and tragedies throughout his career and has now won a 15th major championship at 43-years-old.


Nike rolled out the 51-second spot minutes after Woods hugged his son in the same way he hugged his father 22 years before at the same 18th hole at the Augusta National Golf Club on 14 April.


The film, created by long-time Nike creative agency Wieden+Kennedy, is something of a overview of Woods’ career.


Ttitled ‘Same Dream’, it sees a close up of Woods’ steely vision replaced by a smiling hug with his caddy just after he sunk the winning putt at the Masters and then goes on to show Woods reacting with his fist shake on some of his greatest wins, but also cringing in pain during moments when his injury-ridden body seemed to be giving up on him.


The accompanying ad copy reads: “It’s crazy, to think a 43-year-old who has experienced every high and every low, and has just won his 15th major, is chasing the same dream as a three-year-old.”


The spot closes with a cut to his father, a clip of Woods as a kid tapping in a putt on home video and raising his putter in pure childhood joy, followed by a youthful interview in which Tiger states: “I’m gonna beat Jack Nicklaus” before the end shot sees the classic Nike black screen with a white swoosh and its “Just Do It” tagline.



The social spot was amplified across all the usual Nike channels: from YouTube, Facebook and Instagram,


View this post on Instagram

Never stop chasing your crazy dream. #justdoit

A post shared by nike (@nike) on


to Twitter.





A fitting film acting as an accolade to a golfer who has been through personal and professional hardships and has now triumphed over his challenges and once again lifted golf’s top trophy.


From a brand that has stuck by its ambassador through thick and thin.


The Nike/Woods tie-up is turning in to something of a lesson in a sponsor standing by an endorser and it’s not as if Nike doesn’t have plenty of other big name golfers in its stable: after all, Nike sponsored golfers have claimed the past five major championships.


This spot fits into a creatively powerful heritage of Nike/Woods activity that includes 2007’s



and its initial ‘Tiger v Earl’ morality commercial from 2010 (see case study),



plus 2013’s ‘TW 14’ (see case study) and his duo with Rory Mcllroy in the same year,



to 2018’s ‘Welcome Back’ commercial (see case study).


Some of the key statistics surrounding Tiger Woods’ Masters comeback story for the ages included:


1. 1.4m tweets about Tiger Woods yesterday and 1.8m about The Masters.


2. The most tweeted about tournament moments were:

– Woods sinks putt on the 18th hole to win his 5th Masters

– Woods nearly gets hole-in-one on par 3 16th hole

– Woods birdies the par 5 15th hole to take solo lead at the Masters at -13 with three holes to play

– Justin Thomas makes hole-in-one on par 3 16th hole

– Francesco Molinari hits into the water on par 3 12th hole, giving Tiger Woods an opening


3. According to Apex Analytics, Woods brought his sponsors this much in equivalent ad value in just the last round alone.

– Nike: $22,540,000
– Monster: $958,333
– Bridgestone: $134,167


4. With Woods’ win, Nike golfers have won the past five majors.


5. One punter placed an $85k bet on Woods to win at 14/1 odds and scooped $1.19m.


6. CBS-third-round coverage on Saturday was the highest-rated Saturday golf telecast on any network in four years, since 2015’s Masters third round (6.5/16), with a ratings increase of 5% from last year’s third round (5.7/13) and a 6.0/15 average household metered market rating/share.














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