As Benjamin Franklin famously said, "In this world nothing can be said to be certain, except death, taxes and German-manufactured white goods from John Lewis."

Add to that hallowed list ad after great ad from Nike and its agencies. The latest spot fuses The Killers with a Zoo-TV style montage that combines baseball, football, Mary Decker, Steve Prefontaine and gazelles. Lots of gazelles.

It might look simple - which is half the trick - but the execution is everything. And it's also incredibly expensive - all those film, music and photo rights for starters.

Of course I'm a sucker for this kind of stuff as a keen runner. But I abandoned the Portland-based brand for Asics a year or two ago. But d*mn you Nike, if you're not giving me second thoughts already.