Do the Right Thing (Spike Lee, 1988) garnered critical acclaim and received an Academy Award nomination for Best Original Screenplay. As such, I was curious about the director behind such a celebrated movie. It was brought up in class that he made commercials for the Air Jordans before he made Do the Right Thing, so I found one of them, titled “It’s Gotta Be the Shoes”.
This Nike Commercial (1991) stars Michael Jordan and Spike Lee as Mars Blackmon, a character from another of his movies She’s Gotta Have It (1986). In it, Mars asks MJ what makes him the best player in the universe, eventually concluding, “It’s gotta be the shoes!” It’s a question of why Spike Lee, a director primarily concerned with critiquing cultural ideology, made these types of commercials in the first place. Was it money? Exposure? Whatever the reason, Spike Lee’s commercials were credited as the main reason Nike and Air Jordans became so popular, with millions of dollars in shoe sales. One such article tells a fun anecdote about Lee’s time working with MJ: https://www.basketballnetwork.net/off-the-court/when-michael-jordan-called-spike-lee-an-mfer-in-1988
Spike Lee founded a production company called 40 Acres and a Mule, and is still active in the film industry today. He has made several documentaries and a TV show called She’s Gotta Have It (2017-2018) based off of his earlier movie of the same name. He also taught a filmmaking course at Harvard in 1991, later joining NYU/Tisch as part of their faculty in 1993. He was appointed as Artistic Director in 2002, and still works there today a tenured professor in the graduate film program.
Spike Lee’s Production Company/Main Source Used: https://www.40acres.com/new-landing/about/

