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An obvious play on words to his namesake Tiger Woods, this NIKE brand campaign touches on a few barriers Tiger steamrolled through as an African American x Thai POC as he navigated his way through the predominantly white sport of Golf. The story telling highlights Tiger's resilience and his ability to overcome both racial/social and physical challenges and rise above and not only be one of the most dominant and prolific names in the game. Schoolboy Q narrates the ad as an African American rapper who grew up in South Central Los Angeles as a drug dealer, where he admits golf wasn't even a thought. After picking up the sport in his adult years, he admits Tiger was one of the only names he knew, and someone who made the game accessible for anyone, regardless of their history. Many thought they would never be accepted into the game of golf unless someone showed them the way and Tiger would. 

Arguably one of the most dominant athletes in sport, Michael Phelps showcases the preparation of his final year in competitive swimming before retirement. Often coined one of the loneliest sports as majority of time is spent in lanes and under water, his journey is narrated through the song "The Last Goodbye" by The Kills. Much of the advertisement is storboarded to focuses on the pain endured to succeed in the sport and what must be accepted and tolerated to be the most decorated Olympian of all time. Many have attributed his success to his physical gifts (long wingspan, shoulder flexibility, lean physique) but the final shot selection is poetic to see the spotlight on Phelps swimming alone, putting in the work to close out the ad with the tagline "It's what you do in the dark that puts you in the light.". Great story telling without many words that gives you a glimpse of what it takes to be legendary. 

Although I'm not a fan of Apple products, I must admit their marketing is usually spot on. Where Samsung has always struggled to build an emotional relationship with the products and marketing, Apple has excelled. Their ability to tell a story of durability in a very relatable way without any voice overs or captions, is exceptional. As the advertisement builds and every day items are being hurled at the phone, the objects become more and more relatable. The viewer is able to create their own headline without Apple's assistance and my interpretation is "whatever life throws at you, it can manage" and that is premium story telling.  

Toys R Us has taken such a creative approach to try and rejuvenate a category that has steadily been on the decline within the retail sector. With most teens and pre-teens being glued to screens and monitors, the attempt to reignite creativity, curiousity and childhood enthusiasm through imagination. The insight that Toys R Us is able to spark imagination if you're willing to think bigger when playing is effectively communicated by resuscitating Mr.Ferguson, an imaginary childhood friend. Through arbitrary toys that serve as medical tools, its with that imagination that sparks discovery. An excellent way to encourage children to keep playing with more than just digital devices, and move their bodies outside.