We first are drawn to the writing on the wall. The phrases "Practice Like Champions" and "We Believe" are meant to instill a sense of determination and fervor in those who read it. The fact that they are different texts and colors, along with being on different surfaces suggests that we consider both separately while the placement suggests we should consider them as parts of one grand idea.
The second thing the brain does is attach meaning to the images that can be seen. In this ad, a strip of green to the left is about the only hint of what is behind the second wooden screen. It appears to be a field, likely a football stadium at a high school. This would place the viewer in a locker room with a glimpse of glory in their eyes. The phrases are once again considered, giving a fiery meaning to the images.
As the brain weighs the written stimuli and the visual stimuli, it invokes significance to the usage of each. Dual-coding theory is the human brain's involuntary method of decrypting information, and in this case, forces us to imagine the glory of a high school football championship.