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Nike's new TV spot in South Korea challenges the assumption that sport is a distraction to the tried-and-tested routes to success.

Wieden & Kennedy Tokyo created the ad, in which the retired Korean footballer Lee Young-pyo plays a variety of naysaying characters telling young footballers, basketball players and boxers that their efforts are a waste of time. It was created by Adam Koppel and Daisuke Maki, and directed by AG Rojas through Park Pictures.