Hasta La Creative!

Tee Off With Tiger, a new Buick promotion from Digitas, troubles me. Fans guessing Tiger Woods’s score on each hole he plays between now and the fall have a chance to win his services as a caddy at Torrey Pines, the California course where Woods just won the U.S. Open in a dramatic playoff. My problem: the prominent use of the word “caddy.” Buick and Cadillac are both GM brands, but it’s Cadillac, not Buick, that stands to reap the benefits among those of us who don’t pay close attention or read the fine print. My point: K-Swiss should host a Tee Off With Anna contest. Wrong sport, wrong brand—but it would feel so right. UPDATE: Tiger Woods will undergo knee surgery and miss the rest of the season. His ability to caddy in the Buick promo is now also called into serious question. Anna’s knees look healthy, damn healthy!

—Posted by David Gianatasio