They're working on the pun "it's in your bones", possibly? Or perhaps another idiom that I'm not familiar with. Either way it's very "huh?"

Agency website:

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Client/Product: ESPN Advertising Agency (Name, City, Country): Neogama/BBH, São Paulo, Brazil Title: Bones Executive Creative Director: Alexandre Gama Creative Directors: Márcio Ribas, Wilson Mateos Art Director: Daniel Prado Copywriter: Patricia Leme Photographer: Paulo Vainer Illustrators: Roberto Jun, Bruno Mazzilli Digital Retouch: Alexandre Calvin, Daniel Leão Other Credits: Artist: Marco Di Giorgio