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Posted on Sunday 24 April 2005

Back to Tiger’s unbelievable chip-in at the Masters. www.howdiditgoin.com

For a marketer’s take on the site read this post by Joe Jaffe. Pretty spot on analysis.

One thing that Jaffe doesn’t mention, however, is that the voicever in the doctored clips, which sounds like it was done by Vern Lundquist, is not what was broadcast live. In the original clip, which Jaffe has posted here, Lundquist says, “Well, here it comes…oh my goodness…oh wow…in your life have you seen anything like that?” In the doctored versions the voiceover is: “Tiger Woods with the chip….he gets perfect execution…and then he gets an extra revolution.”


  1.  
    April 24, 2005 | 12:58 pm
     

    Good point. You know I did think to myself that it sounded remixed/remade and was yet more evidence that this had been official produced/sanctioned. I didn’t have time to research my hunch and thought it could have been taken from elsewhere in the broadcast…but you are 100% correct.

    Still comes back to the main assertion that “doing nothing” was probably the best thing in terms of fancy editing etc and if this does prove to be the official response from Nike, I’m quite amazed that it was (excuse the pun) sub-par.

    Thanks for your insightful remarks again 🙂

    jJ

  2.  
    Jack
    April 24, 2005 | 3:08 pm
     

    My pleasure…The howdiditgoin.com spots are clearly professionally produced, and unless the site goes down shortly one would have to conclude that the producers bought the rights to use the Masters footage from Augusta National. (The video quality alone would be a big giveaway, even if the voiceover wasn’t sufficient.)

    The members of Augusta are so fiercely protective of their brand I find it hard to imagine that they would allow their footage to be used in such close conjunction with bodily functions etc.

    I don’t think we’ve heard the end of this story yet, Joe.

  3.  
    David Sanders
    April 30, 2005 | 10:56 am
     

    Actually the comment, “he gets perfect execution…and then he an extra revolution,” are not dubbed in, Lundquist actually did say that, about 1 min after the actual shot on a replay.

  4.  
    Jack
    May 1, 2005 | 10:38 am
     

    Thanks for that, David; I don’t have a recording of the show, so I’ll take your word for it. But the clips at howdiditgoin.com have clearly been edited, so even if they just recut the broadcast audio I don’t think it makes Joseph Jaffe’s original conclusion ? that the whole thing’s an exercise in marketing ? any less invalid.

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