Satellite director Spike Jonze is hesitant to isolate one single aspect responsible for the success of Nike's "Morning After" commercial out of Wieden + Kennedy.

"Why did it work? I have no idea," says Jonze. "I'm so inside a project like that; I worked on it so much and know every aspect of it.

"The key idea [creatives Hal Curtis and Chuck McBride] had about it was, no matter what happens a runner will always run. It's sort of taking that idea all the way to its end."

While Jonze may not see the forest through the trees, a less than objective reporter might concoct a half-baked theory known as "The Maxwell Effect." Music video rep Tony Maxwell is Propaganda's best kept secret. Maxwell is the determined runner seen dodging giraffes, tanks and ATMs gone haywire to the tune of "Auld Lang Syne." "He's not a good runner but he's a great actor," says Jonze. "He's sort of the go-to guy whenever you need anything done. I've had him score music for things before. He's been in a number of different music videos and commercials that I've done, including Weezer's 'Buddy Holly' and Levi's 'Tainted Love'."

In fact, Maxwell demonstrated his flair for dance as one of the beat boys in front of New York's Radio City Music Hall. And before he could hang up his dancing shoes, Maxwell collaborated with the director to choreograph the performance of John Malkovich for the feature film Being John Malkovich. Don't worry Spike, your secret's safe with us.