Considerations went into the composition: For me as a customer, New Balance stands for athletic performance. The brand recently launched a 30-second commercial. I like the music chosen by the brand managers.

But as is often the case, there are always several ways to add music to a commercial and give it its own unique touch. So I got hold of the commercial, cut out the music, and just looked at the images and thought about what music came to mind when I saw these athletic, energetic, and positive images. I came up with “I like what I see” as a recognition of athletic achievement. As identification with the brand and recognition of the top performance of athletes.