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Usually, the advertising agency responsible for the Nike account has a musical director. He or she comes up with some possible songs that would fit the newest commercial, and then works with whoever the commercial's producer is going to be. If you are asking how you get your song played in a commercial, normally the advertisers prefer a song that is already a hit (or should have been a hit), although there are sometimes exceptions if the ad agency or producer is attracted to a particular song they saw on YouTube or heard in some other venue.
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