Discount Retailer, Discount Ad Campaign?

Stolen identity is the theme of the week - Lifelock made a splash in the sponsorship world with their WNBA jersey deal this week and now CNBC's Darren Rovell points out that discount retailer T.J. Maxx might have taken their "value" mantra to a whole new level by using a Tiger Woods "lookalike" in a recent ad campaign.

As we've looked at the past few days, properties are exploring all kinds of new ways to generate revenue through new categories and new assets. By the same token, sponsors are looking for new and creative ways to stretch their sponsorship (and activation) budgets. This may be a step too far.

What do you think?