The spot titled "driven" shows people fighting against cancer and Lance Armstrong riding his bike. This famous American rider who won the Tour de France several times, has been chosen by Nike to promote their famous campaign "just do it".
Images are layered, which makes you watch two different stories. On one side you see Lance Armstrong riding his bike faster and faster and on the other side you see cancer victims going through treatment and curing. The music's melody starts pretty slow and the more it goes the more intense it becomes and the faster the images go.
Armstrong says the following words : "The critics say I'm arrogant. A doper. Washed up. A fraud. That I couldn't let it go. They can say whatever they want. I'm not back on my bike for them".
The message here is that Lance Armstrong who had a testicle cancer fought against it. He realised his dreams by becoming one of the most famous cyclists in the world, although he had cancer. There has been a lot of critics in the media claiming about him being doped, frauding to be number one. But it didn't stop him riding. Last year (2009) he was still biking and participating to the Tour de France.
However, in this video, it shows that when you have a cancer, you can fight it and become stronger....so strong that no one else's opinion or accusation will stop you achieving your goals. So "just do it", become like Lance Armstrong. Fight your cancer and realize your dreams. Everything is possible in life no matter what people, the media or the audience think about you. It is not important. What counts is what you want to accomplish in your life and you will succeed like this famous cyclist.
At once, Nike didn't promote their clothings or shoes but they emphasized their message "just do it" with the fight against cancer. That's great !
Link : http://www.youtube.com/watch?v=3VfiXAaEQiY