WINNER STAYS, 2014

This summer's Nike spot showcases kids playing a soccer match. In the midst of trash-talking, they each turn into their favorite soccer star. The shots of the transitions are really elegant, nothing overt, just enough to get the viewer to play along. Before you know it, you're in a soccer stadium of screaming fans. Of the many cool things in this video - the music, the shots, the concept - I love how Nike pairs humor that's authentic to them (even with a dash of the absurd) alongside aspiration. Proving, in a playful way, no matter how wild a kid's dream, it's direct reflection of their aspirations.

WRITE THE FUTURE, 2010

This has long since been a favorite of mine. So let's dig in! If the 2014 Nike spot was a reflection of kids' dreams, 2010 was a reflection of the players' dreams (and sometimes fears). SO AWESOME. And as over the top as they may be, the fact that these professional athletes continue to dream big, makes them surprisingly more relatable. The track and humor (along with inside jokes) is a perfect reflection of their demo. It's the stories and ending cliffhanger lets any viewer play along and imagine what happens next. Hold on while I watch it yet again – the problem is, if I catch even a fraction of this video, I am compelled to rewatch the whole thing.

TAKE IT TO THE NEXT LEVEL, 2008

First person, anyone? What's it like to sign with Aresenal, train with team, get the goal, get the girl, dominate the Champions League, get called up to the National Team, and drive a sports car? Glad you asked. Imaginations run wild in this one – the first person is so convincing, I swear I just had a work out. Talk about brand experience. Intense. Another awesome soundtrack to boot, Eagles of Death Metal, in case your itunes is in need of a shot of adrenalin this morning.