just add maple syrup

Once again Nike gets it right. This time for the 2010 World Cup. I haven't seen a sports ad that truly captures the impact of a game like this in years. The last campaign I can think of that comes close is the Sports Illustrated 'You may not get it, but our 6 millions subscribers do' campaign. That campaign may get an edge as it was a print campaign that managed to capture all the suspense and drama of sports without any live action, but you still have to give full credit to the way this ad covers every imaginable impact that the World Cup could have, even if it's a tad exaggerated, which is part of its charm. Still, I don't think Rooney will be living in a trailer if all goes awry in a month's time, but considering that the English love their footie like Canadians love our hockey, it's not completely impossible, unlike England winning the World Cup. Oops.

Considering the global hate-on Tiger Woods created when his countless extramarital affairs came to light, it was no surprise that most of his corporate sponsors turned tail and ran. What was surprising was who stayed: Nike. After seeing Woods make his feeble apology at the worst press conference ever planned, I remember being unsettled by the sight of the Nike representative solemnly standing by his side. I couldn't imagine how they were going to pull off what would have to be the greatest PR comeback ever attempted. But after seeing this first step in Tiger's long road back, I believe. For insightful critiques from some of Canada's top creatives, check out this article from Marketing Mag here .

Just brilliant.