Telling Use of Language --- Warriors don't cry over split skin

Have you ever heard the phrase big boys/girls don't cry over spilled milk? Now take this phrase morph it and place it on a Nike ad and you have today's telling use of language, "Warriors don't cry over split skin." Nike is famous for it's semi-motivational yet utterly ridiculous marketing phrases and this is just another example to add to the list. Nike is making a statement in this ad that if you want to be a warrior you don't cry over cuts and bruises, which really has nothing to do with their shoes at all. So really they are not selling a shoe in their ad, they are selling a mindset and a worldview that they want consumers to buy into, mindset that says if I want to be tough I can't cry and I need to wear Nike.