Fila Spot May Convince Non-Athletic Parents to Keep Jr. in Booties

We were actually surprised here. This spot poses as a home video taken by a proud father of his baby's first steps. If you've ever witnessed a child walk for the first time, you know what a triumphant feat it is - and that it doesn't last long.

That's the first thing that sticks out.

The kid seems to be walking for an impressively long time with the dad following closely behind, cooing in paternal awe. Then they get to the front door, and POW! -- the kid's off like a shot! Pops couldn't keep up if he wanted to. The ensuing mayhem made us LOL.

This is for Fila Real Runners, and it was cleverly rendered by Santa Clara, Sao Paulo. It'll be airing on national television, but it's already starting its rounds on the 'net.

The brand effort doesn't really happen until after the punchline. If it were obvious early on that the baby was wearing Filas, it probably wouldn't have been as good.