The 90-second commercial is stunning and thanks to the glories of the internet it can be seen here:
A cable or DSL connection would be handy, but even if you're on dial-up, it's worth the wait. Play it again, and again, and again...
The ad was first seen during the NBA Western Conference finals - peak time viewing in the US - and is wall-to-wall inspiration, weaving in Lance Armstrong's cancer credentials and his prediliction for training in the sort of weather other pro racers prefer to sit out.
The ad - have we said how good it is yet? - was created by the Wieden & Kennedy agency of Portland, a long-time originator of Nike athlete ads.
Armstrong is an endorser's dream, he's tough, gritty and a winner. He also registers at the till: a 2003 poll for Advertising Age magazine found that 18 percent of respondents would be more likely to buy a product endorsed by Lance Armstrong, third only to Jordan (26 percent) and Tiger Woods (19 percent).
Is it a coincidence that all three have starred in hagiographical TV ads paid for by Nike?
Wanna see the ad again? Just do it. http://www.nike.com/.../main.html