Tiger Spot

I missed Tiger's tee time, but I just saw the Nike ad which uses the voice of Tiger's deceased father to question the golfer about his behavior.  From a PR standpoint, how should this be interpreted? Is it brilliant? Is it not?

Perhaps it's a subtle way to let us all know that he understands there are questions from news media, fans and business associates, but for Tiger, there is nothing worse than having shamed and answer to his father.  

Like Tiger's previous public appearances, there are controls around when this will be seen.

I'm not sure whether this commercial works. For me, it's powerful, attention-getting, heart-breaking, offensive and creepy all at the same time. Using today's digital dynamics, perhaps Nike has effectively shared their sentiments and punished the face of their brand while standing by him as any good parent would. Interesting.