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Nike wasn't about to abandon Bo Jackson, and the fantastic "Bo Knows" concept, not even after he suffered a serious hip injury and fought his way back into sports. For this ad, they pulled out the big guns, the angry everyman comedian Denis Leary, and let it rip.
Denis Leary comes at us with his belligerent sarcastic tone, and is visually in our face speaking directly to the camera as if can see us.
"Hey, no more questions about Bo’s hip, OK! No more questions about football, baseball, and advertising. Shut up! You thought it was over? Wrong! It ain’t over until the hip socket sings. OK?"
"So Bo’s got a bum hip. So what? Look what he’s doing with that hip. He’s hitting the bike. He’s hitting the weights. He’s wearing the shoes. As a matter of fact, he's in the pool wearing the shoes, riding the bike with a hundred and twenty pounds of weights strapped to his neck. OK?"
"And what are you and your good hip doing right now? WATCHING COMMERCIALS! I think you hear me knocking. And I think I’m coming in. And I think I’m bringing Bo and his big, bad hip with me!"
Client: Nike
Ad Agency: Weiden and Kennedy
Production company: Pytka
Director: Joe Pytka
Principal talent: Denis Leary, Bo Jackson
