10. "No Excuses" Principle: The Plot Twist Take the customer down one road... And then do an aggressive handbrake turn. The best ending to an ad ever?

12 creative Nike ads I've collected:

2. Just Do It. Anytime. Principle: The Logo Hack If you're out of ad ideas, make your logo embody your values.

3. The Bench Principle: The 24-7 Brand How do you know when you have a brand? You can put your brand values on any random item and it makes sense.

4. Find Your Greatness Principle: The Hero's Journey The only thing more inspiring than a winner? An underdog trying to become a winner.

5. Air Jordan - Santa Principle: 2 + 2 = ? Set up the 2 + 2 and let them figure it out... (Hint - Santa wears Jordans)

6. Nike Air Max Billboard Principle: Internet Billboards > Local Billboards This ad was designed for 200K people who walk past it in Tokyo -- but it spread to millions across the internet. Create billboards for the internet.

7. The Nike Air Max Lung Principle: Classical conditioning You see this ad -- and feel your lungs pumping from your last run.

8. Nike vs Converse Principle: Old vs New he Old Way = Converse The New Way = Nike Genius framing.

9. Take it to the Next Level Principle: Lollapalooza Effect Charlie Munger has an idea called Lollapalooza. It's when you stack multiple persuasion techniques together. This ad combines iconic athletes, POV camera AND zero to hero storytelling.

11. Ronaldinho - Cross Bar Challenge Principle: The Debate Sparker This was the first EVER YouTube video to hit 1 million views... And it was an advert Nike used CGI to cause huge debate online whether the best player in the world at the time, Ronaldinho, could pull this off.

12. Michael Jordan - Failure Principle: The Hero's Journey Michael Jordan talking about how failure has led to his success makes this ad 10x better than if he just spoke about his success. Take people on the hero's journey.

Bonus: Nike's original values statement... Favorite line: "If we do the right things, we'll make money damn near automatic"

And here's one I cooked up in the lab:

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