“In the late 90’s, Tiger Woods was winning so often it seemed like everyone else on the PGA Tour was showing up to compete for 2nd place. And Tiger was a golf Terminator–all fist pumps and intensity. Nike asked us to show another side of Tiger. A more human side.

 

We developed a spot called Driving Range. A simple story of Tiger on a range with average golfers who begin mimicking Tiger’s swing resulting in a ballet of perfect golf — until Tiger leaves and everyone reverts back to slices and duck hooks. We asked Lasse Hallstrom to direct. During a break in filming, we saw Tiger bouncing a golf ball on the head of his driver. Cast and crew loved it. It was amazing — and fun — to watch. We thought it would be a nice thing to put on film and show at a sales meeting. So we put Tiger in next year’s apparel and shot it during the lunch break.

 

I remember walking up to video village after we finished with my partner Chuck McBride and looking at playback. It was obvious this was more than a meeting toy. It was something we had found that did a better job of making Tiger human than the commercial we were shooting.

 

Everybody remembers Hackeysack. Nobody remembers Driving Range .”

 

 -Hal Curtis, Creative Director, Wieden & Kennedy