Tiger Woods Returns in Nike Golf Ad Narrated by ScHoolboy Q

W+K spot looks back, but also to the future

Twenty-five years after his first unbelievable, historic triumph at Augusta National, Tiger Woods is back in the Masters field this week—just 13 months after a horrific car accident shattered his leg so badly that doctors considered amputation.

And returning as well is Nike, longtime supporter of Tiger, through thick and thin, with a new commercial from Wieden+Kennedy that takes stock of his quarter-century journey, and asks the viewer directly—through rapper ScHoolboy Q, who narrates—whether you would have had what it takes to succeed, against all odds, like Tiger did.

The 60-second spot is both nostalgic yet forward-looking, with well-worn footage going back to Tiger's childhood combined with newly shot scenes of ScHoolboy Q on the links. The rapper has spoken often about how golf has changed his life, and he's the perfect embodiment of how Tiger almost singlehandedly opened up the world of golf to people of color.

The spot was directed by Flex God Daps through production company Anonymous Content. After the first round at the Masters on Thursday, Woods is tied for 10th at 1 under par.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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