We all like to think that the big national brands are pretty smart. But the latest ad from Nike playing off of Tiger’s dad is just an egregious lapse in good judgment by both Nike and Tiger. In crisis communications one needs to re-establish credibility. The use of Tiger’s deceased father, with a quote that was obviously made in an entirely different context, reinforces the duplicitous nature of the scandal and represents the worst kind of commercialism. Maybe this is Nike’s revenge on Tiger for embarrassing them.