It could have been seen as exploiting a tragic epidemic to sell sneakers. But the $100,000 ad showing HIV-positive marathoner Ric Munoz succeeded as an inspiring AIDS story, a Madison Avenue first. The classy approach: narration-free images and stark titles ("80 miles every week…10 marathons every year…HIV-positive…Just do it"). Says writer Jim LeMaitre, "There was no need to dramatize." And yes, Munoz is still running.