This statement summed it up perfectly — “Tiger’s silence and his painfully real facial expressions do something powerful – they give us insight into his very real pain, and help us to see ourselves in his struggles.”

Only time will tell how this “I’m human” campaign will evolve. It’s certainly more realistic and authentic. However, the big question remains — will consumers, and even more so women who make a majority of the purchases, relate to this re-launched tarnished icon?