Exploring Advertising in the present

Straying from improv and philosophy a bit, we can see the effectiveness of the balance of times (past, present and future) in good advertising. I'll start with this: there isn't very much good advertising in the world. Now, let's take Nike for example. They branded themselves with the oh so famous Just Do It. When we see that damn swoosh, we feel something inside. We think of the potential we can achieve, but more importantly, we think about what we can do in the moment. Great advertising seeks to recall from the past, give potential to a consumer's life, and cause action  or evoke emotion in the present.