A good advertising slogan should be associated with the brand, communicate the basic principles of the company. Just do it - the famous slogan of the American company Nike. He is one of the most recognizable advertising slogans in the world. The expression Just Do It is translated from English into Russian "just do it."
History of occurrence
How to translate Just do it? "Just do it". At the end of the 80s of the last century, Nike competed with several companies in the shoe market. Its main competitor was Reebok. At that time, morning jogging was very popular in the USA. Sales of sportswear and sneakers increased significantly. Nike has become one of the leaders in terms of sales. This was done through advertising with the participation of sports stars. But Reebok was still ahead of Nike at the expense of the female audience. Then the company decided to contact the reputable agency Weiden & Kennedy to develop a new advertising company. She was supposed to bring the company to a leading position. One of the tasks was to create an advertising slogan that will attract the attention of both women and men.
Create a tagline
We’ve found out how Just do it translates. This slogan is understandable to both housewives and professional athletes. There are several versions of the origin of the famous expression. According to one of them, the creator of the slogan, Den Weiden, was inspired by the story of the criminal Gary Gilmore, who spent most of his life in prison. He was sentenced to death for double murder. The lifting of the moratorium on the death penalty in the United States has attracted widespread attention to this matter. Gilmore's Last Words Before Shooting - Let's do it! - (“Let's do it!”) Became winged. Weiden did not want to show respect to the killer, so the first word was replaced by Just. As a result, the tagline resonated with the drug company Just say no. The idea came to Weiden on the night before the presentation of the slogan. At first, the owner of Nike was skeptical. But Weiden convinced him that he was right.
Advertising company
What does Just do it mean? Initially, the slogan sounded: "Spit on everything, just do it!". An eighty-year-old runner starred in a new commercial. At the end of the video, a slogan written in white letters appears on a black screen.
As a result of a powerful advertising company, which was recognized as the best in the twentieth century, the company increased sales by ten times.
Now you know how Just do it translates. And for creating a successful slogan, Den Weiden received a ring with the same inscription and part of the company's shares.