Remember when David Fincher made Fight Club?

Apparently he’s pretty good at crafting a brand message too, and making Nike ads.

This one is part of a series called LEAVE NOTHING

Watch it at Youtube.

There are more, too. Here’s another LEAVE NOTHING Nike Ad. And another.

The theme for this one is from Ennio Morricone. In fact, it’s a remixed version of the theme for “The Good, the Bad, and the Ugly.”

Personally, I think the video is great. It captures an emotion and ties into Nike’s brand beautifully. I enjoy most of their motivation-oriented videos. They work together extremely well. Even though I suspect that most Nike customers don’t train the way the athletes in the videos do, I would bet that most of them fight to motivate themselves to train that hard, or have a serious appreciation for those who do.

Nike captures those feelings better than its competitors. It speaks to rather than at its audience. And judging by the popularity of the video on YouTube, it’s doing its job virally – getting passed on from blogger to blogger and person to person, all at no extra cost to Nike.