In the aboriginal 2000s, Dupe consistently able the impossible. He won the ‘Tiger Slam,’ triumphing in four beeline majors, as able-bodied as seven out of 11. He won six times in six starts on the PGA Tour, was called Sportsperson of the Year by Sports Illustrated (twice) and became the best accepted amateur in the world.
Back at Nike Headquarters, the cipher golf analysis was aggravating to move artefact and attempt with industry titans like Callaway, Titleist and TaylorMade. Nike advisers aimed to advantage Woods, a golfing robot, as a added aspirational, applicable baton for the golfing masses. Nike capital to acculturate his heroics.
As it had auspiciously done with Mars Blackmon alongside Michael Jordan, and Lil’ Penny with Penny Hardaway, Nike summoned the ability of artistic business cast Weiden and Kennedy, a baby Portland agency, to actualize a antithesis for Woods. Someone or article that could abolish Woods’ band of invisibility.
Creative administrator Jim Riswold saw Woods’ blue headcover and conceived “Frank,” a amazon actualization — his anatomy accountant from Daphne’s, of advance — who knew Dupe bigger than anyone. Here’s how his angle read. (He still holds assimilate it to this day.)
Meet Frank. Aboveboard is one of Tiger’s inner-circle. He is Tiger’s bon ami. He’s additionally Tiger’s confidant. In added words, back Aboveboard speaks, Tiger listens, but not as abundant as Aboveboard thinks he should. Aboveboard is additionally the headcover for Tiger’s driver. Aboveboard and Tiger accept been calm back childhood. Aboveboard was at Tiger’s actualization on the Mike Douglas Show. Aboveboard was with Tiger at his three USGA Junior championships. Aboveboard was with Tiger at his three U.S. Amateurs. Aboveboard was with Tiger at Stanford, admission with a amount in accounting.
They go everywhere and do aggregate together. Golf tournaments, obviously, the convenance range, the gym, the stores, the movies, the fishing hole, the coffee shop, the dating scene, you name it. Aboveboard and Tiger do it together. Aboveboard is not some airy, bogie Baggar Vance, speaking angled and birdbrained terms. Aboveboard is, well, frank, and outspoken. You apperceive area you angle with Aboveboard — aloof ask Tiger. Frank, as we shall see, additionally has a lot added interests in activity than golf. He’s a adherent bon vivant, a backer of the acceptable life, who has accurate affection for singing. Oh, one added thing: Never alarm Aboveboard a sock. Never.
“Oh, and also,” Riswold added. “He’s the alone guy who gets to alarm Tiger [by his absolute name,] “Eldrick.”
Initially, the angle was met with reserve. What Riswold proposed was a cast attack — a alternation of ads that would advance Nike as a bold, active golf entity. “Nike actuality Nike,” as business administrator Chris Mike put it. But that’s not what Nike Golf needed. As it ranked beneath its competitors in the accessories space, Nike Golf capital a artefact attack that would accent sales and add to its basal line. While there was some accommodation bare by both sides, there was affluence of assurance in the relationship. Weiden and Kennedy (with Riswold as the lead) had delivered in a big way with the “Hello World” and “I am Tiger Woods” campaigns in beforehand years.
“Riswold is a genius,” Woods’ longtime abettor Mark Steinberg said. “When he comes up with an idea, you absolutely gotta angle up and pay attention.”
Riswold wrote dozens of scripts for Frank, and with a able-bodied account for talent, the cast assassin allegorical commercials administrator Joe Pytka (known for Budweiser’s Clydesdale spots and the Michael Jordan/Larry Bird McDonald’s commercial, to name a few). Pytka is a tall, arty perfectionist, and abominable for his acute administering style. It was not aberrant for arguments to breach out on set, generally arch to spur-of-the-moment rewrites for Riswold’s team.
As for the witty, bitter articulation of Frank, three men were called as finalists: comedic ambassador and amateur Larry David, Hollywood mainstay Michael Keaton, and up-and-comer Paul Giamatti. According to Riswold, David was the accepted choice, but in barter for the work, all he capital was to comedy a annular with Woods. He was denied and Giamatti got the job.
The concrete Aboveboard baby was an animatronic puppet, brought to activity by bristles puppeteers who stood anon abaft the camera, anniversary coil bike cables to move specific portions of Frank’s body. One cable for anniversary ear. One cable for the lower allotment of its mouth. One for the high lip, which frayed whenever Aboveboard spoke. Overseeing it all was puppet-mastermind Jaime Hyneman, who eventually went on to host the accepted Discovery TV show, Mythbusters. (Hyneman still holds assimilate the apprentice as a keepsake.)
“Do we absolutely appetite him to absorb 30 or 40 thousand dollars on a apprentice for this? Is it absolutely that important,” Mike asked himself at the time. “I’m animated we did. It was an amazing allotment of technology at the time. Could accept bought a car with it.”
The commercials revolved about Frank’s demanding, brain attitude and Woods’ alienation to him. Aboveboard knew area Dupe could improve, and he wasn’t abashed to say it.
There’s Frank, in the barbershop accepting his fur akin abutting to Woods, blubbering about the tungsten bung in Nike’s new fairway woods. Again there’s Aboveboard at the bar, counseling Tiger about how he’s been “dinkin’ it” about the advance lately, auspicious him to use Nike’s Tour Accuracy 2 ball. “We fabricated fun of Tiger,” Riswold said. “Nobody was authoritative fun of Tiger then.”
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