Watch any sport, and you'll often hear the commentator say, "They just wanted it more.” Ability will only take you so far. Ambition and dedication are the key ingredients. If you really want to be an athlete, you'll make choices that make no sense to most people. Because you know that things like dessert, sleep and nice hair have got nothing on how it feels to be at your best. If you really want to achieve something, just wanting it isn't enough. You've got to want it more.

In this spot, we see a mix of photography and slow motion film come together to show what kinds of choices it takes to become an “athlete.” A custom music track was created to time a drum-beat with every cut, and the spot features all real athletes and real gym sounds.