My friend Madison posted this ad on DailyMile the other day and on her blog the day after the final really long run of our training for Chicago. Madison is running the Chicago Marathon as well! Since I’m in the advertising business, it really caught my attention. Here is the copy from a 2008 Nike Pegasus ad. It was the shoe’s 25th anniversary.
“You pretended the snooze button didn’t exist. You dragged your butt out of bed while others slept. While others ate their pancakes you had a feast of protein, glucose and electrolytes. You double-knotted. You left the porch light on and locked the door behind you.
You ran 5Ks, 10Ks, 26.2 miles. Some days more, some days less. You rewarded a long run with a short run. And a short run with a long run. Rain tried to slow you. Sun tried to microwave you. Snow made you feel like a warrior.
You cramped. You bonked. You paid no mind to comfort. On weekends. On holidays. You made excuses to keep going. Questioned yourself. Played mind games. Put your heart before your knees. Listened to your breathing. Sweat sunscreen into your eyes. Worked on your farmer’s tan.
You hit the wall. You went through it. You decided to be man about it. You decided to be woman about it. Finished what you started. Proved what you were made of. Just kept putting mile after mile on your interval odometer. For 25 years, you ran. And we ran with you. How much farther will we go? As far as you will.” -Nike
When I was back in college, I was putting together my “book” — a collection of my writing samples to use to get a job in advertising — and I needed to write a couple of spec ads. Spec ads are used by young people trying to break into advertising since you don’t yet have a real book filled with actually produced ads. To create one of my spec ads I modeled it after a great Nike running ad of that time:
“There are clubs you can’t belong to, neighborhoods you can’t live in, schools you can’t get into, but the roads are always open. Just do it.”