framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Nike “Bo Knows” 1990

Nike “Bo Knows” (1990) is a Nike commercial directed by David Fincher for Wieden+Kennedy, produced by Propaganda Films. It won 2 awards, including One Show 1990 Best of Show Pencil.

Bo Jackson's multi-sport prowess is humorously challenged by other athletes and rock legend Bo Diddley, highlighting Nike's cross-training gear.

Video: PYTKA on Vimeo

Shot by shot

  1. A baseball player in a white uniform and blue cap stands on a baseball field, holding a bat over his shoulder, looking serious.© Nike0:04
  2. A football player in a blue and yellow jersey with the name "EVERETT" and number "11" on the back, turns to face the camera on a sunny football field.© Nike0:07
  3. A man in a hat and sunglasses sings into a microphone on stage, then another man in a tank top appears, looking up.© Nike0:13
  4. A man in a black tank top dunks a basketball, then a tennis player holds a racket, and finally a man plays guitar.© Nike0:16
  5. Bo Jackson, a muscular Black man, runs towards the camera in a black tank top and white shorts down a narrow urban alleyway during the day.© Nike0:25
  6. A montage of different people running in various locations, showcasing diverse running styles and environments.© Nike0:25
  7. A male hockey player in a black jersey with a white collar smiles at the camera on an ice rink, with other players in the background.© Nike0:28
  8. Bo Jackson, a male athlete, wears a white helmet and black cycling gear while riding a bicycle outdoors on a sunny day.© Nike0:35
  9. Bo Jackson, a male athlete, wears a white helmet and black tank top while cycling outdoors on a sunny day.© Nike0:36
  10. A group of female cyclists in red and white jerseys and helmets are riding bikes in an outdoor setting during the day.© Nike0:39
  11. Bo Jackson is seen working out at Muscle Beach, then playing guitar on stage, transitioning between the two activities.© Nike0:40
  12. Bo Jackson, a male in his 20s, plays an orange electric guitar in a dark, smoky studio.© Nike0:51

Stills © Nike. Made by Wieden+Kennedy, Propaganda Films and David Fincher.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Bo Jackson's versatility is challenged by others, culminating in a musical punchline.

Tagline: “Just do it.”

celebrity endorsementhumorous challengemontage of activitiesunexpected twistplay on words

The cut

Length
61 s
Shots
19
Average shot
3.2 s

What creatives use Nike “Bo Knows” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Bo Knows”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A baseball player in a white uniform and blue cap stands on a baseball field, holding a bat over his shoulder, looking serious.© NikeA football player in a blue and yellow jersey with the name "EVERETT" and number "11" on the back, turns to face the camera on a sunny football field.© NikeA man in a hat and sunglasses sings into a microphone on stage, then another man in a tank top appears, looking up.© NikeA man in a black tank top dunks a basketball, then a tennis player holds a racket, and finally a man plays guitar.© Nike
    Frames from Nike “Bo Knows”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Nike “Bo Knows” in order, with its length, framing and what happens in it.

    A baseball player in a white uniform and blue cap stands on a baseball field, holding a bat over his shoulder, looking serious.© NikeA football player in a blue and yellow jersey with the name "EVERETT" and number "11" on the back, turns to face the camera on a sunny football field.© NikeA man in a hat and sunglasses sings into a microphone on stage, then another man in a tank top appears, looking up.© NikeA man in a black tank top dunks a basketball, then a tennis player holds a racket, and finally a man plays guitar.© NikeBo Jackson, a muscular Black man, runs towards the camera in a black tank top and white shorts down a narrow urban alleyway during the day.© NikeA montage of different people running in various locations, showcasing diverse running styles and environments.© Nike
    Length: 61 s · Shots: 19 · Average shot: 3.2 s

  3. 03Ad ideas: every spot built on a celebrity endorsement

    Before you present an idea, you need to know who has done it, and how.

    Nike “Bo Knows” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

More commercials by David Fincher

  • Nike "Fate" (2008) commercial still© NikeNike “Fate” 2008Dir. David Fincher · Wieden+KennedyAICP Awards Winner 2009
  • Nike Tennis "Magazine Wars" (1995) commercial still© Nike TennisNike Tennis “Magazine Wars” 1995Dir. David Fincher · Wieden+KennedyClio Awards Gold 1995
  • Calvin Klein "Downtown" (2014) commercial still© Calvin KleinCalvin Klein “Downtown” 2014Dir. David FincherClio Awards Bronze 2014
  • Apple "Hallway" (2008) commercial still© AppleApple “Hallway” 2008Dir. David Fincher · TBWADGA Awards Nominee 2008
  • Chanel "L'Egoiste" (1993) commercial still© ChanelChanel “L'Egoiste” 1993Dir. David Fincher · DMB&BAICP Awards Honoree 1993

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning sport commercials

Questions

Who directed the Nike “Bo Knows” commercial?

David Fincher directed it, produced by Propaganda Films, for the agency Wieden+Kennedy.

Which agency made Nike “Bo Knows”?

Wieden+Kennedy created it for Nike (1990).

What awards did Nike “Bo Knows” win?

2 awards, including One Show 1990 Best of Show Pencil and One Show 1990 Gold Pencil — Consumer Television.

What is the tagline of Nike “Bo Knows”?

“Just do it.”

Sources for the credits and awards

oneclub.orgoneclub.orgoneclub.orgoneclub.org