*** UPDATE *** (Several of the links in this post are dead. See my comment below for an updated link where the commerical can be viewed). *** UPDATE ***
This commercial entitled "Magnet" is so well done on so many different levels. In one 90 second spot the producers were able to emotionally connect the viewer to Lance, Nike, and the sport of cycling - creating one amazing experience. This is branding at its finest!
I like the commercial so much that I spent some time trying to find a copy to save (for my own use) on my PC. Well, of course the video can be played from the Web, but it is not able to be copied. I did, however, locate the soundtrack to the commercial (thanks to a blog called "The Apple Project"). The song is not available commercially and was commissioned by Nike. The artists are part of a firm that develops art and music for advertisers. It turns out much of the cinematography is digital and made up of computer graphics. CGnetworks.com provides some interesting information about the making of the commercial for those that are interested.
Go ahead and watch the commercial and try to tell me that you do not fall victim to the "Armstrong Effect."