Nike Denver Broncos Meet the Bulls

Nike featured the ultimate playoff in its 1998 advertisement, “Los Toros”, in which Denver Broncos players tackled the bulls of Pamplona. To the sounds of Spanish music, a toreador enters a bull ring in the city of Pamplona. He carries a pink cloth. Out on the streets the excitement is palpable. The bulls are released and people run. Near the stadium members of the Denver Broncos, in their protective gear, climb the fence and take their stand. The bulls come around the corner and race toward the waiting footballers. In the stadium the crowd waits. And in the distance they hear the bellow of a frustrated cattle beast. The toreador mutters something about ‘Los Toros’. The super: “What Are You Getting Ready For?”

Matador in Nike Denver Broncos commercial

Click on the image below to play the Meet the Bulls video.


The campaign was developed at Wieden & Kennedy, Portland, by creative directors Hal Curtis and Chuck McBride, art director Rob Palmer, copywriter Canice Neary, and agency producer Jennifer Smieja.

Filming was directed by Ralf Schmerberg with

Editing was done by Paul Norling at FilmCore, LA.

Original music was by Jeff Koz, HUM Music.

The spot enraged animal rights activists upset by the promotion of animal torment and cruelty, including Animal Rights and PETA.


Adweek’s best spots of 1998 named the Nike “What are you getting ready For?” series as the best campaign of the year. The 78th Annual Art Directors Club Awards gave one merit for Nike “Los Toros”. The One Show Awards gave a Silver-Medal, category Consumer, TV over :30 Single, and a Silver-Medal, category Consumer, TV over :30 Campaign: Nike “Los Toros” (along with Meat and Marathon Man)

The 1999 American Advertising Awards: 1 Addy for Nike/Training “Bulls” (“Los Toros”) Single spot 1 Addy for Nike/Training “Bulls” (“Los Toros”) + “Meat”, “Marathon Man”, for the campaign.