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Artist16:9 cinematic panel showing a TV still from the very first 1988 Nike “Just Do It” commercial launched in 1988. The still shows an 80-year old man dressed in runner’s shorts running a 17-mile stretch just as he is crossing the Golden Gate Bridge. He is nearly at the top of the curve of the bridge in a red, hazy dawn. To his left, the foreshortened lamppost columns are closely spaced, and span a large arc to from the left upper hand of the image to the right lower hand of the still. A bus coming up the sloped road on the right side of the panel and a car in the bottom middle, in front of the runner if viewed without perspective, are the only vehicles on the bridge. The entire image is hazy and evokes an air of nostalgia. The still perfectly embodies the empowering “Just Do It” slogan that implies that hard work and personal sacrifice are involved in reaching a goal.
TV still from the very first 1988 Nike “Just Do It” commercial launched in 1988.