The dramatic Nike ad you see above has become a viral hit online, with more than 1.3 million YouTube videos in just 24 hours. It features LeBron James participating in his first ever (but, alas, fake) dunk contest, soccer star Pique and a host of inspiring words for everyday athletes to push themselves harder.
But slick production and immense popularity may not even be the most interesting things about the spot. The campaign it promotes -- called "Possibilities" -- marks the first time Nike has used its iconic "Just Do It" slogan as an official promotional hashtag on Twitter. Few brands and slogans are as married in consumers' minds, so why wait so long to leverage that on social media?
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First, a bit of history. The now-ubiquitous "Just Do It" line was first concocted for Nike in 1988, by advertising legend Dan Wieden. Nike communications rep Joseph Teegardin says the hashtag is "indeed specifically tied" to the catchphrase's 25-year anniversary.
If you're curious, here's Nike's very first "Just Do It" commercial from 1988. A pretty cool little piece of advertising history: