And with this instant recognition comes a set of values that people associate with Bruce Lee. Bruce Lee defines kungfu. If you want to reference sort of strength and sleekness and speed and power, Bruce Lee is shorthand for all of those things. What they're trying to sell is an image of perfection. All right, here's a guy who's really good at what he does, so my product is that good. So I can understand what they're doing. The Bruce Lee brand can represent many things. There are many characteristics that he had, many aspects to his personality. It can represent purity, health, confidence, speed, even tragedy. Ari Merkin is the CEO of the New York advertising agency Toy. As well as being one of the most awarded creative directors in the world, he's also a huge fan of Bruce Lee, using him as the inspiration for many of his commercials. Bruce Lee influenced me tremendously. Creativity is... is about sort of spitting out what you've got inside,
