New K-Swiss ads from Mile 9 are quick, dirty and down to earth -- which is why people will like them. Four short ads encapsulate perfectly the misery of running, but in a good way. "Birthdays will be missed, friends will stop calling, your social life will be a mess," says one of them. Because the new shoes will convince you that running is the most important thing of all. The spots are shot in with clear, static camerawork, that rarely even shows the runner's faces. No happy joggers bouncing around on a beautiful day here: It's all about the loneliness and rugged hard work of running.