We're all familiar with the kind of ads (usually released around the time of the Olympics or similar) that show young kids growing up to be athletes. They're all about the journey: the hard work, the parental pushing, the accidents and bad times that eventually add up to buliding a champion.

A new ad from Norway starts off in a similar way; kids trying hard to succeed at a variety of sports, many of them winter ones (this is Scandinavia after all) but also soccer, cycling, skateboarding and more. The music seems familiar to the genre (a play on P&G's "Best Job" soundtrack, perhaps), as does the child's voiceover, which tells us that there are "certain things we've come to expect when it comes to stories of success" as we see the parents lovingly encourage their kids to get up and try, try, try again.

But if you're expecting the final reveal to be scenes of the kids winning medals, you're wrong; it's not for an inspirational sports brand, but for Finn.no, a site that sells secondhand sports equipment. And the denouement--as we watch a mini skier duck out of a slalom course and come to a slow stop --is that, at some point, you're done with that sport you're never going to be good at, and that it's time for a new hobby.

It's a great twist on the genre--and delivers the brand message.

The spot was directed by Bacon duo Matias & Mathias, for Oslo agency Morgenstern.