Nike’s Famous ‘Just Do It’ Slogan Was Inspired by Last Words of a Serial Killer (And Other Tidbits About Ad Slogans You Probably Don’t Know)

Aug 21, 2009  •  Post A Comment

When serial killer Gary Gilmore was executed by firing squad in Utah in 1977, his final words were "Let’s do it."

What few of us know is that  those words were the inspiration for the ad slogan "Just do it" that Nike later made famous in TV commercials and print ads.

Learn about all sorts of inspiration behind a number of ad slogans (including "Got Milk?" "Where’s the Beef," and the Anheuser Busch lizards) in this article about a new documentary (playing, alas, only in New York right now) called "Art & Copy." The piece is by Jeremy Peters in the New York Times.

–Chuck Ross


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