Nike is on fire (figuratively and literally) with its marketing lately, as it celebrates the 30th anniversary of "Just Do It." And this weekend, longtime endorser Tiger Woods picked an auspicious time for his first tour win in five years—allowing Nike Golf to post a clever congratulatory ad on Instagram.
The brand uploaded two photos as a single post. The first showed the back of Woods and the line "He's done"—a refrain that's dogged the once-invincible star for years.
But those who clicked through to the second photo got the payoff.
It's cool to see a brand use the specific functionality of a social platform to achieve a unique end—in this case, a reveal that upends the message entirely. Kudos to Nike for finally unleashing this one 1,876 days after Tiger's last win.
It just didn't work as well on Twitter.
See the two pics together below.