when exhaustion gets tired

example: advert for reebok, 'i am what i am' campaign; "when exhaustion gets tired"
source: http://www.ibelieveinadv.com/2006/10/reebok-runners-head-games/

analysis:
"when exhaustion gets tired.
when agony doubles over in pain.
when defeat waves a white flag.
i will still be out there.
running."

initially, i had selected this ad campaign from reebok as an example of emotional advertising. but now that i look at these adverts more closely, and actually read the white text situated in the upper right-hand corner of the ad space and set in a small point size, i realize that it is much better suited as an example of selling product to a target audience with the use of metaphors.

exhaustion is someone who over-exert itself and gets tired, agony is someone who pushed too hard and hunches over in pain, and defeat is someone with just enough strength left to wave the white flag of surrender. despite all these personified 'road blocks', the runner will still keep running, just like how the runner pictured in the ad runs past a stone sculpture, which supposedly depicts or mirrors what the runner is experiencing internally.

hmmm....perhaps, this is an emotional appeal to their target audience of dedicated runners who are die-hard running fanatics and addicted to the adrenaline rush. runners who have experienced exactly what this ad is talking about, and share the same sentiments with a passion.

will you still be out here, running?