Here’s one brand that isn’t ditching the shamed golfer. Nike shot a new TV advertisement in the 34-year-old’s golf course in Florida. Being the first TV commercial since Tiger’s scandal last year, the advert has received mixed reactions.

Shot in black and white, the dream-like advert shows a pensive-looking Tiger listening to the voice of his late father Earl Woods. “Tiger, I am more prone to be inquisitive, to promote discussion. I want to find out what your thinking was. I want to find out what your feelings are. And did you learn anything?” Earl asks as the camera slowly zooms in on Tiger.

Some people find the ad a bit creepy and bizarre, while others find it nostalgic. Tiger’s father passed away in 2006, and it was a very difficult period in his life.

Watch the 30-second advert below.

What do you think? Was the idea effective for endorsing Nike?