This multi-million dollar commercial, which celebrates the 25th anniversary of Nike’s biggest campaign, ends with three of the most well known words ever written. (Next to “In the beginning.”)
JUST DO IT.
Now, how exactly does a multi-million dollar spot boil down to three words?
The answer to that question, Dan Wieden’s brilliance, celebrates its 25th anniversary this year. According to the story, Wieden took the phrase from the last words of a convicted murderer, who infamously said, “Let’s do it.” With some adjustments, Dan Wieden created one of the most impactful and enduring campaign slogans ever made.
Key Takeaways: The Most Iconic Tagline
- Historical Context: The “Just Do It” slogan was inspired by the last words of a convicted killer and was adapted by Dan Wieden, marking the start of one of the most powerful and enduring advertising campaigns.
- Financial Impact: Nike spent $300 million on overseas advertising between 1988 and 1998, significantly increasing its market share from 18% to 43%.
- Marketing Strategy: The campaign’s success is largely attributed to its empowering message that resonated with a broad audience, suggesting that anyone with a body is an athlete.
- Cultural Influence: Nike’s ads, like those featuring Walt Stack and the “Courage” spot, have become iconic, reinforcing the brand’s message and maintaining its relevance over decades.
- Storytelling Excellence: Nike’s ability to tell compelling stories through its ads has been a key factor in building a strong emotional connection with its audience.
The Dollars on “Just Do It”
According to a report from the Center for Applied Research, Nike spent $300 million on overseas advertising alone between 1988 (the year the “Just Do It” campaign was created) and 1998. During these first ten years, Nike increased its market share of the “domestic sport-shoe business” from 18 percent ($877 million) to 43 percent ($9.2 billion).
One of the more remarkable aspects of this report is the estimate that “80 percent of the sneakers sold in the U.S. are never used for the activities for which they have been designed.”
Consider this for a moment. Four out of five products bought are not used as intended. So, why are they still selling? Because Nike’s marketing approach tells us, “Just Do It.” Because Nike’s message is, “If you have a body, you’re an athlete.”
And those are strong, empowering ideas. (Whether or not you ever take your pair of Nikes out for a jog.)
4 Iconic Nike Spots
In celebration of 25 years of “Just Do It,” let’s revisit some of past two-and-a-half decades’ most iconic “Just Do It” television spots…
#1 The Walt Stack Spot
This 1988 spot, featuring octogenarian Walt Stack, was the first “Just Do It” spot to hit the air. Ignore (or embrace) the 80s-riffic soundtrack, and this is a great ad!
#2 The Cross-Training Spot
Is your head spinning yet? By the time you get to end of this 1988 spot, you really can’t avoid the “Just Do It” message. The “eating like a pig” comment really helps drive home the idea though… just in case.
#3 The Awake Spot
Skip ahead to 2006, where Nike’s production value has kicked up a notch. The same message is still here after all the years – this time presented through the bleary-eyed lens of the early morning alarm clock.
#4 The Courage Spot
This was 2008. Ready to go for a run today?
Tell Your Brand’s Story Like Nike
So, how can you tell your brand’s story like Nike?
Will you position yourself to share a goal with your customers? Will you stop selling a lifeless consumer good, and start selling a meaningful sentiment? Will you create ads that aren’t “ads” at all, but powerful, interesting stories?
I want to hear your take on Nike’s brand storytelling skills. What do you love? What do you hate? How are you inspired to tell your brand’s story?