In awe of Lance

Once again, Nike and Lance Armstrong have found a way to inspire us.



Powerful. Gripping. The images are singular and relentless in their ability to make you feel sympathy for these courageous people; the music grabs your heart and twists and wrenches it, as it climaxes with pounding drumbeats. The ending is surprising and compelling.

It provides a fascinating contrast to a thematically similar commercial done several years earlier, also featuring Lance and with Nike as it’s sponsor.



No music that builds to a climax, no images of anyone battling a terrible disease. Just a very vulnerable, very determined young athlete.

But so powerful. So inspiring.

The twist here, of course, is that he did exactly what he promised, despite cancer in his testicles, abdomen, lungs, and brain. He beat the disease, he rode again as a professional cyclist, and he did pretty well.

More inspiring than the new spot? Who’s to say. They’re both amazing. But I will say this:

In the new spot, the tone in his voice feels different. His attitude towards humanity feels different. He just seems tired.

In each of the spots, Lance is at the center of what inspires us. And he does inspire us.

But in the new spot, his voice seems affected by his years of being chased by paparazzi, accused of doping, and living the life of a true rock-star-dating, tabloid-filling celebrity, who has left cycling behind and transcended the world of sports to become a bigger than life figure, for better or worse.

And it comes off as just slightly less sincere. To me, it doesn’t seem as fresh as this spot, done as part of the same campaign.



Now, don’t get me wrong. I am awed by Lance Armstrong and the things he has accomplished since his cancer announcement of October, 1996: he won the Tour de France seven times, and he raised both awareness and enormous sums of money for cancer and cancer research. He ran the New York and Boston Marathons.

And perhaps most incredible, he fathered a son, Max, through natural conception, just under a month ago, even though it was assumed that it could never happen.

This guy is incredible. He is truly special.

But being the sportsguy that I am, the Lance Armstrong I like most is the less famous, pre-Sheryl, more hard-core athlete. The guy who did a This is Sportscenter commercial that’s arguably one of the best ever made.



Not in the same class as the ads above, but for people who create great sports marketing, work this good is pretty damn inspiring.