A collection of the world’s greatest athletes gathers to share their most personal moments of defeat. From Michael Jordan failing to make his varsity team, to Serena Williams falling in the biggest upset in tennis history, to Matt Ryan fresh off a heartbreaking Super Bowl defeat, their stories became inspiration for all athletes to turn losses into fuel for future victories.

Today’s youth athletes are awarded trophies for seemingly everything, even for just participating. We live in a culture where kids are so fearful of losing, everyone’s made a winner.

So, we showed kids that even the best lose—from Michael Jordan failing to make his varsity team, to Serena Williams falling in the biggest upset in tennis history, to Matt Ryan just coming off the biggest Super Bowl disappointment of all time.

This message was then launched during the summer, targeting a nation of youth athletes at a critical time in their training, the off-season. A time when the majority of athletes are looking ahead to the next season full of wins and losses.

OPEN ON A CLOSE-UP OF JORDAN ON A DARKENED BASKETBALL COURT. HE ADDRESSES CAMERA.

VO: YOU WANNA KNOW THE SECRET TO VICTORY?

SUDDENLY, THE LIGHTS IN THE GYM FLASH ON AND WE SEE THAT IT’S JORDAN’S HIGH SCHOOL GYM AT LANEY HIGH.

VO: FAIL TO MAKE THE VARSITY TEAM.

CUT TO JJ WATT EARLY IN THE MORNING WORKING OUT IN HIS SECLUDED GYM BARN.

VO: START YOUR CAREER AS A WALK-ON.

CUT TO PEYTON MANNING WATCHING A FOOTBALL GAME ON TV.

VO: GO 3 AND 13 YOUR ROOKIE SEASON.

CUT OVER TO SEE ELI ON THE COUCH TOO. HE CHIMES IN, NOT TO BE OUTDONE.

VO: LEAD THE LEAGUE IN INTERCEPTIONS.

CUT TO KAT STANDING IN FRONT OF HIS LOCKER. WE SEE A CLIPPED OUT NEWSPAPER HEADLINE ABOUT HIS KENTUCKY LOSS, TAPED ON THE INSIDE.

VO: TAKE A PERFECT TEAM AND BLOW A PERFECT SEASON.

OPEN ON KYLE DRIVING A CAR OUT OF THE PLAYER PARKING LOT AT WRIGLEY FIELD.

CUT TO SEE A CROWD OF FANS OUTSIDE SURROUNDING AROUND A GATED CHAINED LINK FENCE. THE FANS CHEER HIM ON, HOLDING SIGNS SUPPORTING THE TEAM.

THE FANS CONTINUE TO CHEER AND THE ENERGY GROWS AROUND KYLE AS HE DRIVES THROUGH AND DELIVERS HIS LINES.

VO: SPEND 108 YEARS AS, “A LOVABLE LOSER.”

CUT TO SERENA WALKING OUT ONTO THE COURT. SHE IS SMASHING SERVE AFTER SERVE, SHE PAUSES AND LOOKS TO CAMERA.

VO: (ANNOUNCER) SERENA DENIED A SHOT AT HISTORY BY AN UNSEEDED OPPONENT. 

VO: BE ON THE WRONG SIDE OF THE BIGGEST UPSET IN YOUR SPORT.

CUT BACK TO JORDAN EXITING HIS HIGH SCHOOL GYM. WE SEE JORDAN’S NAME IN BIG LETTERS ON THE SIDE OF THE BUILDING, AS THE GYM HAS NOW BEEN NAMED AFTER HIM.

VO: YOU REALLY WANNA KNOW THE SECRET TO VICTORY?

CUT TO MATT RYAN WALKING OFF THE FIELD AS CONFETTI FALLS AROUND HIM. WE CUT TIGHT ON HIS FACE, EYEBLACK SMEARED AND SWEATY. A LOOK OF HEARTBREAK IN HIS EYES SHIFTS TO PURE AND INTENSE DETERMINATION AS HE LOOKS STRAIGHT AT THE CAMERA AND SAYS:

VO: (ANNOUNCER) AND HEARTBREAK FOR MATT RYAN WHO IS IN UTTER DISBELIEF.

VO: DEFEAT.

HARD CUT TO RYAN, BACK ON THE FIELD, TRAINING LIKE A BEAST.

VO: C’MON, ONE MORE! SET HUT! YEAH! ALRIGHT, AGAIN.

JORDAN DELIVERS OUR VO LINE OVER THE ACTION.

VO: MAKE DEFEAT YOUR FUEL.