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Chapter 16: Thank your lucky stars for Nike-not only for their tear jerking commercial, which somehow reduced the 82-year-old Curse of the Bambino into a one minute story of perseverance and human triumph, but for explicitly making this downloadable to both PC and Mac formats. This validates several new marketing tenets, from distribution to community to control. Nike's Red Sox "Just do It" is arguably the best commercial since Apple's "1984"—Even though it is an anomaly, it demonstrates the most fundamental point of advertising: that creativity will always trump mediocrity. I'm even prepared to overlook the fact that this commercial was apparently made a year earlier, in anticipation of the Cubs winning the World Series and breaking their curse! |
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