I love this ad from Vibram.
It captures the spirit of barefoot running, which will speak to the people already trying it or want to try it.
It’s compelling. It tells the story of how they get started, plainly and honestly.
And it closes the sale. It pats themselves on the back and acknowledges competitors with a sly “We’ve been here, welcome to the Crazy party, the tent is big enough to hold everyone”. If you were going to buy five-fingers, would you buy from Vibram, or from someone else?