Adidas: ‘‘Runners. Yeah, We’re Different.’’ 1998

This campaign taught me something I did not know. Running for a long time makes your nipples bleed. Ouch. ‘‘Runners. Yeah, We’re Different.’’ I can see that. And I never was one, but this campaign actually made me want to be one. Because the celebration of these quirks made me see there's a passion here that must come from something beyond that pain in the side of your gut and past that wheezing breathing. Something that happens when you've broken that wall. Something that's so good, you go back for more, even if it means you have to vaseline your inner thighs to be able to do it again.

Advertising Agency: Leagas Delaney, San Francisco, CA Creative Director: Harry Cocciolo, Sean Ehringer Art Director: David Ayriss, Peter Nicholson Copywriter: Steve Morris, Scott Wild Photographers: Eugene Richards, William Howard