I smiled when I flipped to the back cover of my Yoga Journal Magazine and landed on Lululemon’s “Old Skool” ad. In fact, weeks later, I’m still tickled by the company’s bold campaign. Here’s why.

It’s daring

In the midst of a yoga industry that is predominantly female and a Western culture obsessed with youth, Lululemon rejects the old school rule that only sex sells with young risqué models, airbrushed beauty and unattainable perfection. Instead, the brand confidently features a non-model 72-year-old bare-chested man sans six-pack abs practicing a classic yoga pose with imperfect perfection. (He also happens to have an inspiring connection to the brand.)

Few brands targeting 20-30-40-something women would (or could) dare to do the same, demonstrating the true strength of Lululemon's brand. The payoff is powerful because their daring brand is also a differentiated brand and that’s no easy task for any brand.

It’s meaningful

Lululemon’s ad optimistically portrays a relevant, unavoidable human truth: We’re all getting older. Everyday. Every single one of us.  And, if you’re lucky, you will be “old” someday.

No worries per Lululemon’s brand. It’s all good. In fact, if you wake up and embrace life, getting older can be downright cool. “Practice yoga so you can remain active in physical sports as you age,“ reads the fine print in the ad. It also happens to be part of Lululemon’s inspiring manifesto. Personally, I’m also a big fan of the mantra-like brand line locked to their logo: Yoga. Love. Run. Peace.

Right on, man. I’m in.

I sense the brand connecting with me through a philosophy (a big idea that is harder to replicate) rather than selling to me through product. They leave the latter to their stores, packaging and web site to showcase high quality, stylish, fit-flattering product.

The connection happens because it’s based on insight and understanding. They understand that I want to grow older consciously with grace, ease and humor – and without feeling self-conscious for growing older. I also want to be surrounded by love (puppies!) and as active and healthy as possible. You could say that the ad is a “master’s class” in how to create an emotional connection with a brand’s target customer.

Collectively, Lululemon delivers a strategic trifecta and a memorable, stand-for-something campaign.  And, importantly, the ad did more than just tickle my heart. It also made a beeline into my wallet; I ran straight to my favorite Lululemon store and bought several new yoga tops. (I needed them!)

Shine on, Lululemon. Thanks for the "skooling."

I’ll admit it. This ad got to me…a little bit.

Not hook-line-and-sinker such that I’m now a Tiger fan. But, Nike expertly redirected my attention to where it matters most in branding – my emotions. I connected with my heart and what I perceived to be Tiger’s heart. Simultaneously, my negative emotions were temporarily diffused and I began to reconsider Tiger as a man and brand.

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.

His father’s voice over made me wonder what I was thinking and feeling as I watched this ad and what I have learned. You might be surprised. I was.

Thinking. I wanted to believe that there is some good in Tiger at his core. That he got seduced by excess and access and has suffered equally excessive judgment from the world. That maybe, just maybe, he is waking up to the impact of his self-absorbed ways. That he is soul searching about who he is and how he wants to be known.

Feeling. I was  open and felt some warmth toward his humanity. His expression reminded me of my brother as a young kid when he emerged from my mom washing his mouth out with soap. Embarrassed. Vulnerable. Determined. Beaten, but not broken. I was rooting for him…a little.

What I have learned. Words can seduce and inspire but actions are the true measure of integrity. I can change my mind. I can forgive… in time. A celebrity’s image is often deceiving and completely unrelated to reality. Only time will tell.

Please understand, I didn’t completely leave my brain at the door when I watched the ad. I’m still a woman and I still believe that if you want to sleep with countless women, you’re entitled to as long as you don’t drag someone else into your drama by marrying them, promising a lifetime of fidelity and having children with them. And, I can still laugh at intelligent parodies.

That said, Nike deserves some kudos for walking a very fine line here. They displayed bold loyalty to Tiger without condoning, yet implicitly acknowledging, his behavior. And whether you loathe or love the ad, it was back-to-basics creative risk-taking at a pivotal moment. In my opinion, they not only took a positive first step in rebuilding Tiger’s brand, Nike also fine-tuned its own brand.

So do I love or loathe Tiger's brand?

Neither.

I’m curious about how Tiger will learn (or not) from his downfall. More than anything, I am hopeful. I hope Tiger becomes a man to be admired for more than golf. I hope he becomes a great man – and that has nothing to do with golf.

To the real great men and great brands out there, shine on.