Nike's new Tiger Woods ad: tasteful or tasteless?

The Masters started today, with Tiger Woods joining in after his absence for some months on the tour.
Nike airs a new commercial where-in Tiger’s passed away father speaks to him and asks him some question (”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 were, and… did you learn anything?”).
We see Tiger in a sad stance, in black and white filmed, ‘listening’ to his dad’s words.
How do you think about Nike and/or Tiger Woods’s use of his dead father for commercial goals?
Or are there other then commercial goals behind it?