framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Nike “The Bo Show” 1991

Nike “The Bo Show” (1991) is a Nike commercial directed by Joe Pytka for Wieden+Kennedy, produced by PYTKA. It won 2 awards, including D&AD 1992 Wood Pencil — Television and Cinema Advertising / Television Commercials up to 60 Seconds and DGA 1991 commercials — winner (Joe Pytka).

Bo Jackson, a multi-sport athlete, is tired of being a singing and dancing celebrity, so he breaks free from the TV to focus on his intense training.

Video: PYTKA on Vimeo

Shot by shot

  1. A group of female dancers in football jerseys and caps perform a synchronized routine on a stage with a large "BO" logo in the background.© Nike0:02
  2. A Black man in his 20s, wearing a tuxedo, sings into a microphone with his eyes closed, on a stage with bokeh lights in the background.© Nike0:06
  3. A man in a tuxedo sings into a microphone, surrounded by a brass band and cheering fans in a lively interior setting.© Nike0:08
  4. Bo Jackson, a Black man in a tuxedo, sings into a microphone while surrounded by people at a formal event.© Nike0:13
  5. A male singer in a tuxedo performs on stage with a crowd and a brass band behind him, singing into a microphone.© Nike0:17
  6. A group of male musicians in white suits play trombones in an orchestra pit, with a focus on their instruments and faces.© Nike0:22
  7. A middle-aged man in a light blue shirt sits in an armchair, holding a newspaper, looking thoughtful in a cozy interior.© Nike0:26
  8. A young boy in a cap looks up and speaks, with an older person out of focus in the background, in an interior setting.© Nike0:34
  9. A male athlete in dark workout clothes bench presses a heavy barbell while another man spots him in a dimly lit gym.© Nike0:37
  10. A male swimmer with dark hair swims freestyle in a pool, creating splashes, with lane lines visible in the foreground and background.© Nike0:39
  11. A male athlete in a tank top is seen in profile, lifting weights in a gym, with strong backlighting creating a silhouette effect.© Nike0:43
  12. A person's foot wearing a grey and yellow Nike athletic shoe and white Nike socks is shown in a gym setting.© Nike0:45

Stills © Nike. Made by Wieden+Kennedy, PYTKA and Joe Pytka.

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

The idea

Bo Jackson breaks the fourth wall, literally, to escape his musical persona and train.

Tagline: “Just do it.”

breaking the fourth wallcelebrity endorsementmusical numberfish out of watertraining montagemeta-commentary

The cut

Length
60 s
Shots
41
Average shot
1.5 s

What creatives use Nike “The Bo Show” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “The Bo Show”? 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 Black man in his 20s, wearing a tuxedo, sings into a microphone with his eyes closed, on a stage with bokeh lights in the background.© NikeA man in a tuxedo sings into a microphone, surrounded by a brass band and cheering fans in a lively interior setting.© NikeBo Jackson, a Black man in a tuxedo, sings into a microphone while surrounded by people at a formal event.© NikeA male singer in a tuxedo performs on stage with a crowd and a brass band behind him, singing into a microphone.© Nike
    Frames from Nike “The Bo Show”

  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 “The Bo Show” in order, with its length, framing and what happens in it.

    A Black man in his 20s, wearing a tuxedo, sings into a microphone with his eyes closed, on a stage with bokeh lights in the background.© NikeA man in a tuxedo sings into a microphone, surrounded by a brass band and cheering fans in a lively interior setting.© NikeBo Jackson, a Black man in a tuxedo, sings into a microphone while surrounded by people at a formal event.© NikeA male singer in a tuxedo performs on stage with a crowd and a brass band behind him, singing into a microphone.© NikeA group of male musicians in white suits play trombones in an orchestra pit, with a focus on their instruments and faces.© NikeA middle-aged man in a light blue shirt sits in an armchair, holding a newspaper, looking thoughtful in a cozy interior.© Nike
    Length: 60 s · Shots: 41 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a breaking the fourth wall

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

    Nike “The Bo Show” is built on a breaking the fourth wall. Search the library by idea to see every spot that uses it.

    DoorDash “DoorDash All the Ads”© DoorDashSkittles “Apologize the Rainbow”© SkittlesCadbury Celebrations “My SRK Ad”© Cadbury CelebrationsSkinny “Friendvertising”© Skinny
    DoorDash · Skittles · Cadbury Celebrations · Skinny

More commercials by Joe Pytka

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 “The Bo Show” commercial?

Joe Pytka directed it, produced by PYTKA, for the agency Wieden+Kennedy.

Which agency made Nike “The Bo Show”?

Wieden+Kennedy created it for Nike (1991).

What awards did Nike “The Bo Show” win?

2 awards, including D&AD 1992 Wood Pencil — Television and Cinema Advertising / Television Commercials up to 60 Seconds and DGA 1991 commercials — winner (Joe Pytka).

What is the tagline of Nike “The Bo Show”?

“Just do it.”

Sources for the credits and awards

en.wikipedia.orgdandad.org