PowerBar said a cyclists worst enemy was their own body. Their muscles would fail them, their lungs collapse, their bodies would seize and their training or race would be over. So, we ran the campaign "Don't let you stop you", where PowerBar would rebuttal whatever challenge your body could throw at you with a product to help. But, if your body continued to fail you, PowerBar recommended contacting the law office of Bruce K Stanley to sue your own body for harrassment, and be entitled to 'compensation' (prizes, trips, free PowerBars).