Willis left New York City and headed to
California to audition for several television shows. He auditioned for the
TV series Moonlighting (1985–89), while competing against 3,000 other actors for the position and was selected to play David Addison Jr. The starring role helped to establish him as a
comedic actor, with the show lasting five seasons. During the height of the show's success, beverage maker
Seagram hired Willis as the pitchman for their Golden Wine Cooler products. The memorable ad campaign paid the rising star between five and seven million dollars over two years. In spite of that, Willis decided not renew his contract with the company when he decided to stop drinking alcohol in 1988. One of his first major film roles was in the 1987
Blake Edwards film "
Blind Date" alongside
Kim Basinger and
John Laroquette.
However, it was his then-unexpected turn in the film
Die Hard that catapulted him to fame. He performed most of his own
stunts in the film, and the film grossed $138,708,852 worldwide. Due to its box office success, the film would eventually tender three sequels, with the most recent entry,
Live Free or Die Hard, released in
June 2007. He also provided his voice for a talking baby in
Look Who's Talking and its sequel.
In the late-1980s, Willis enjoyed moderate success as a
recording artist, recording an album of pop-blues entitled
The Return of Bruno, which included the hit single "Respect Yourself", promoted by a
Spinal Tap-like
rockumentary parody featuring scenes of him performing at famous events including
Woodstock. Follow-up recordings were not as successful, though Willis has returned to the recording studio several times.
In the early
1990s, Willis' career suffered a moderate slump starring in
flops such as
The Bonfire of the Vanities,
Striking Distance and a film he co-wrote entitled
Hudson Hawk, among others. However, in
1994 he had a supporting role in
Quentin Tarantino's acclaimed
Pulp Fiction, which gave a new boost to his career. In 1996, he was the
executive producer of the
cartoon Bruno the Kid which featured a
CGI representation of himself. He went on to play the lead roles in
Twelve Monkeys and
The Fifth Element. However, by the end of the 1990s, his career had fallen into another slump with critically panned films like
The Jackal,
Mercury Rising, and
Breakfast of Champions, saved only by the success of the
Michael Bay-directed
Armageddon which was the highest grossing film of
1998 worldwide. The same year his voice and likeness were featured in the
PlayStation video game
Apocalypse.
In
1999, Willis then went on to the starring role in
M. Night Shyamalan's film,
The Sixth Sense. The film was both a commercial and critical success and helped to increase interest in his acting career.
He once had to appear in the
sitcom Friends without pay, because he lost a
bet to
Matthew Perry, his co-star in the comedy
The Whole Nine Yards and its sequel
The Whole Ten Yards. He won a 2000
Emmy for Outstanding Guest Actor in a Comedy Series for his work on
Friends (in which he played the father of
Ross Geller's much-younger girlfriend). He was also nominated for a 2001 American Comedy Award (in the Funniest Male Guest Appearance in a TV Series category) for his work on
Friends. Willis was originally cast as Terry Benedict in
Ocean's Eleven (
2001) but dropped out to work on recording an album. In
Ocean's Twelve (
2003), he makes a
cameo appearance as himself. He recently appeared in the
Planet Terror half of the double feature
Grindhouse as the
villain, a mutant soldier. This marks Willis' second collaboration with
director Robert Rodriguez, following
Sin City.
Willis has appeared on
The Late Show with David Letterman several times throughout his career. He filled in for an ill
David Letterman on his show
February 26,
2003, when he was supposed to be a guest. He
interviewed
Dan Rather in what he would later call "the most serious conversation of my entire life". On many of his appearances on the show, Willis stages elaborate jokes, such as wearing a day-glo orange suit in honor of the
Central Park gates, having one side of his face made up with simulated
buckshot wounds after the
Harry Whittington shooting, or trying to break a record (parody of
David Blaine) of staying underwater for only 20 seconds. On
April 12,
2007, he appeared again, this time wearing a
Sanjaya Malakar wig. His most recent appearance was on
June 25,
2007 when he appeared wearing a mini-turbine strapped to his head to accompany a joke about his own fictional documentary entitled
An Unappealing Hunch (a wordplay of
An Inconvenient Truth).
Willis also appeared on
Japanese
Subaru Legacy television commercials, optimizing the
car for sale, with the backing music of Jade from
Sweetbox, "Addicted" and "Hate Without Frontiers". Tying in with this, Subaru did a limited run of Legacys, badged "Subaru Legacy Touring Bruce", in honor of Willis.
Willis has appeared in four movies with
Samuel L. Jackson (National Lampoon's
Loaded Weapon 1,
Pulp Fiction,
Die Hard with a Vengeance, and
Unbreakable) and both actors were slated to work together in
Black Water Transit before dropping out. Willis also worked alongside his eldest daughter,
Rumer, in the
2005 film Hostage. In 2007, he recently finished the
thriller Perfect Stranger, opposite
Halle Berry, and marked his return to the role of
John McClane in
Live Free or Die Hard.