Ad Rant: Accenture tries to restore post-Tiger Woods dignity with an elephant

Tiger Woods might not be an Accenture kind of guy anymore, but that hasn't stopped the consulting giant from taking its cue from an ad the golfer once did for them. "It's what you do next that counts," the ad declared as Tiger contemplated a ball stuck between a rock and a hard place.

Now that Accenture is in a similar position - the firm's endorsement deal with Tiger was the second to blow up, after Gillette, following news that the golfer rammed his car into a scandal last Thanksgiving - what it has decided to do next is replace Tiger with an image that conveys equivalent dignity, gravitas and prestige: an elephant on a surfboard.