Did You Learn Anything?

By now you've probably seen the new Tiger Woods Nike commercial. The voice you hear in the video is that of Earl Woods, Tiger's father who passed away in 2006. The commercial was timed to coincide with Tiger's return to golf, playing in the Masters tournament this week after a five month lay off.

This commercial is strange on many levels. First, Tiger's blank stare is very strange. Then we learn that Earl Woods wasn't even talking about Tiger. He was talking about his wife, Kultida Woods, Tiger's mother! The audio has been all edited together to give the impression that Earl is speaking about and to his son.

At times, as I've watched the life of Tiger Woods played out in public view, I've thought I was watching scenes from The Truman Show. The film chronicles the life of a man who discovers he is living in a constructed reality soap opera, televised 24/7 to billions across the globe.

I can't decide, am I watching The Tiger Show or The Truman Show? I can't tell them apart. Both feature men who are living a constructed reality soap opera. Both are televised 24/7. Both are watched by billions across the globe. Both feature lives that are lived from the outside in for all the public to see.

And just when we thought Tiger was going to reinvent himself - to focus on character, integrity and honesty -  this commercial shows up. And we're reminded all over again that Tiger is a brand. He's owned by Nike and other corporations. His lines are scripted and his image is carefully managed. He's an entertainer and all the world is his stage.

This week, Tiger is once again playing golf. He's playing in the famed Masters at Augusta after five months of introspection and therapy. I guess I had hoped for more. For more authenticity and less publicity. For more substance and less facade. Instead I'm left to wonder, Tiger, did you learn anything?