EA ‘Square Peg, Round Hole’

WIEDEN+KENNEDY PORTLAND

In this web-based commercial for Electronic Arts’ new game, Tiger Woods PGA Tour '09, Tiger Woods shows off his favorite way to solve a Rubik’s cube.

Motion Theory captures Woods’ impressive technique in “Square Peg, Round Hole.” Having shattered the cube in the first take, Woods tries to solve the puzzle the old-fashioned way before returning to what he knows best. On the golf icon’s very next try, he sinks the cube in-camera – completely without any visual effects or computer gimmicks. Instead, director Mathew Cullen exhaustively pre-tested the shot himself and with a golf pro, then meticulously created a sequence of events for the camera move to follow, should Woods make the shot. The spot is a follow-up to the much buzzed about “Walk on Water” in a series of viral advertisements for EA.