Throughout the history of mankind, many different winged expressions have been invented. Some of them became a symbol of some event, others united people to achieve some goal. Typically, such expressions are short and understandable to make it easier to remember and distinguish between concepts. Some of the expressions led people to war, with others they perished in the war. Recently, a real fight has been going on between competing companies, each of which wants to surpass its opponent. Everyone knows the slogan - Just do it. This article will tell the unusual fate of this slogan.
Just do it - translation
To understand this wording, it is enough to translate the expression verbatim. Just - simple, do - do / do, it is this. There is another version of the phrase at another time: Just did it. Translation - "Just did it."
Nike company
At the end of the last century, fashion for sneakers and sports style came. In those days, the leaders in the market of sports shoes were Nike and Reebok. In 1987, Reebok left behind its sales competitor, thanks to an ad that featured prominent sports figures. Nike, in turn, opted to support easy runs.
Nike managers decided that a completely different approach to advertising their product was needed. Then they realized that effective sales require a special slogan, and turned to Wieden & Kennedy advertising agency with this order. Unfortunately, the employees of this agency did not immediately succeed in achieving the desired result. On the last day before the presentation of the order, Dan Wieden came up with 5 slogans, but he realized that all these invented expressions would not have caused jubilation among customers. Nevertheless, at the last moment, he came up with the sixth and main slogan: Just do it. At the conference, Nike executives approved it, and the tagline became the main symbol of the famous company. After this acquisition, Nike conquered the sports industry.
Let's do it
Dan Wieden, who coined the tagline for Nike products, was inspired by the story of an American criminal. Gary Gilmore, a native of Waco, committed two murders after being imprisoned for 20 years. Then he was punished for a series of robberies and murders. At 35, he was sentenced to death after reprisal against a gas station employee and hotel administrator. On the day of execution (January 17, 1977), the criminal before death surprised everyone present with his statement, instead of asking for pardon or repentance, he said his last words: Let's do it! ("Let's do that!").
It was enough for advertiser Dan to change the first word. No one could have imagined that the slogan for the sports giant would be the dictum of a criminal figure. Therefore, the Nike slogan fits well into the sports industry.
I would like to express my respect to Gilmore for his words, if I could, but should not.
In 1988, the company launched an advertisement with actor Walt Stack, who was then 80 years old. The man spoke about his life, about sports, and at the end of the video, the whole public got acquainted with the new slogan.
Since then, Nike has been in serious competition with its opponents and emerged from the confrontation as a winner with a turnover of up to $ 9 billion. A year ago, without the famous slogan, sales reached 876 million.
Shia LaBeouf
In 2015, a video appeared on the Web in which a Hollywood actor motivates people to change with the phrase Just do it. In Russian - "Just do it."
The actor was originally shot for a student project, where he on a green background for 30 minutes reflects, rests and meditates. This project is designed so that students can use his sayings before defending their graduate work. Soon the video was published on the Vimeo portal.
A month later, the user Mike Mohamed posted on YouTube a minute fragment titled “Shaya LaBeouf gives out the most powerful motivational of all time!”. The video quickly gained 27 million views and was then deleted.
Social media users have turned the video into a popular meme of yesteryear. Since the actor starred on the chromakey, it could be easily inserted into any background, video, advertisement. Most often it is used in humorous videos in which people can not decide on some act.
Shia LaBeouf with his excerpt Just do it managed to achieve great success on the Internet. Craftsmen mount his video in clips with songs in which the actor offers not to give up and not to give up. Some insert it into famous movie scenes. The most popular of these passages: Shia supports Skywalker, prepares the inhabitants of the Earth to confront aliens, motivates the avengers.