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Some of our favorite sports ads aren’t so much about winning as gritting your teeth against adversity. Nike has always been especially talented at driving this point home.
Renowned Hong Kong boxer Rex Tso appeared in one such ad—ironically just before notching his 22nd win in an Oct. 7 fight. In it, Tso is violently knocked down in the ring as a referee stands over him, counting down toward a K.O.
This heart-stopping moment for Tso is juxtaposted with other local athletes, including high jump champion Cecilia Yeung, faced with debilitating discouragement in arenas of their own.
Directed by Michael Mann and creatively led by Wieden + Kennedy Shanghai, the spot ends with each athlete finding the wherewithal to keep going (to rousing success!), and the tagline, “You can’t guarantee a win, but you can guarantee a fight.”
“Hong
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