Jordan "Slap"

These days, a 60-second commercial (on the rare occasions when you see one) can seem as long as Ivan the Terrible Part 1 plus Ivan the Terrible Part 2. As such, perhaps the most notable achievement of this 60-second spot for Nike’s Jordan brand (via Wieden+Kennedy) is that it seems to go by so quickly. That’s all the more remarkable since the visual elements of the spot are largely the familiar stuff of athletic-wear commercials — athletes working out, practicing, getting frustrated, slamming a piece of equipment (or, at moments, a teammate), practicing some more.