What meanings does celebrity endorsement bring to the brand in this advert?

 This advert of Tag Heuer is endorsed by Tiger Woods world champion of golf, he has been recorded has the player of the year for eleven years, making him a successful sportsman having a long life span, this can be significant towards Tag Heuer as being a long lasting, champion, watch of all time like tiger woods. Targeting at most male that are currently climbing to their career success, aiming to be as successful as Tiger Woods. Making tiger woods as the leader to aspire to, with the slogan of “what are you made of?” also illustrates the pervious point of how this watch that Tiger Woods wear symbolize the success you can achieve with the watch, and also for those are already as “well made” as Tiger Woods, this is the watch that is made for them, that supports their identity, and status. With Tiger Woods face looking straight in to the camera with a very slight smile, can also supports the brand identity of Tag Heuer being confident, simplistic but classic like the clothes of tiger wood that is wearing in this advert.

In 2009 Tiger Woods was accused of having an external affair with a new york city night club manager, at the end of the year over a dozen of  women claimed in the media that  they have had affairs with Tiger Woods. As this is not the brand identity of Nike as being, not trust worthy, not loyal, and does not care about their family. Tiger Woods was successful in advertisement endorsement, not only because of his talents in gold, but also his image of a good dad, family image. Therefore Nike was under pressure of dropping him as their endorser. Nike did not dropped him is because of the cheating he did was not on the sports aspect, Nike turned their direction from a family guy image, towards a fully altheltic image, as a recent Tiger Woods slogan in Nike has said, ”Winning takes care of everything.”