Champion is a more than 100-year-old, storied automotive brand. It's a feeling that begins with a spark. The spark that ignites the drive to win. In this TVC, the sounds of shop tools and starting engines begin small and sparse. They quickly create a recognizable rhythm. A rhythm that builds to the iconic chant, "I believe that we will win." Chainsaws, motorcycles, rally cars, leaf blowers, go karts, RC cars and more all join in the chant. The chant then blends with the voices of people from all walks of motoring life—racers, stunt riders, welders, mechanics, drivers and more. Finally, the chant crescendos to the climax of the story that reveals the new tagline: There's a Champion in here. Through the purposeful use of sound design, this TVC is a visceral demonstration that the infectious spark of Champion products ignite the will to win in all of us.