Rent 'em a movie and plop them down in front of the tube - passive child control, and pacified children in one swoop. The exact opposite of passivity. Even though I disagree with the concept of the modern armed forces, I at least admire their commercials for engendering a sense of action in their target audience. The same can be said, to a degree, about Nike and Gatorade. Just do it.
Action prevails in their commercials.
Of course, the problem with these advertisements is the underlying message that you can't really play basketball unless you're wearing a two hundred dollar pair of shoes, or you drinking their beverage. One of my favorite commerical sets, presently, is Sprite. I love their message that image is nothing. I also laugh hysterically every time these commercials come on, because of the inherent hypocrisy. It doesn't matter what you drink when you're thirsty, as long as it's a Sprite.