Nike's Olympic ad that had no Olympian in it

Nike's big ad for the 2012 Olympics didn't have an Olympian in it. It was one long shot of a twelve-year-old in Ohio, jogging toward the camera down an empty country road. Nobody mentions shoes.

That summer every gold medalist was in somebody's commercial, and this was the one people kept sending each other, because everyone watching has been the slow one at the back, still going.

Most companies make the product the hero of every post. Put your customer on that road instead.

Be the obvious choice, not another copy.