The Bite of the Underdog

Some of the most remarkable ads in the world took the position of the underdog. They celebrated their difference. They nipped at the heels of the big boys. They exploited precisely what put them down. Fat cats may sniff, but I think underdogs smell better. They spend their ad dollars better. They bark smarter.

Why does it work? This Nike spot (not an underdog brand, but one that understands underdog chemistry beautifully), explains it all.

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