It’s an incredible, ambiguous piece of public therapy, and an extremely daring thing to do on the eve of a major tournament. Nike have always been good at this sort of daring advertising, but this is a masterpiece of the genre. Everybody is talking about it, either loving it or hating it. It is the epitome of the marmite factor.

How did they get Tiger to take part? Where did they get his dead father’s voice from – if it is his father? It’s like something out of a film co-directed by David Lynch and Darren Aronofsky. And the mystery – epitomized by Tiger’s blank expression – will make it a talking point for days to come. Assuming that Tiger’s golf is as good as it ever was, of course…

Today’s media happening, although strictly controlled and rather mawkish, was only one tiny step on the road to recovery, however. It was full of the sort of therapy baloney, strictly for US consumption, that will sit well with the Oprah generation; Tiger wants “to find a place in your heart”.

That said, Tiger has brought the word sorry back into play when it was least expected, so perhaps he can do it. His step looks steadier now. If he wins his next tournament, then the dalliances will be a distant, blurry memory. But, as I wrote yesterday, if Tiger gets caught again, not even the most abject of apologies will save him.

UPDATE: The Independent asked for my opinion on Tiger’s apology – to read the article, click here.