Origin of the Slogan “Do It”

Let’s Credit the Correct Source

Lucifer seeks to deceive, manipulate, and fabricate. He is the master of diminishing anything of value.

What if I suggested that he subtly influenced the slogan "Just Do It"?

There is more depth to this marketing phenomenon than what meets the eye. Dark elements are hidden within its origins, along with a glimmer of inspiration that predates it.

Let's get into the story.

The extraordinary slogan "Just Do It" has become synonymous with Nike. It propelled the sportswear company into an industry powerhouse, reshaping it and paving the way for careers.

In 1988, the Wieden + Kennedy advertising agency originated the catchphrase.

The slogan became a core part of Nike's television campaign, encompassing commercials for various sports like running and walking.

But wait! Was Nike the first to use this slogan?

The iconic phrase wasn't pulled out of thin air. The inspiration? Quite macabre, actually.

Dan Wieden, the founder of Wieden + Kennedy, an advertising agency, found inspiration in the words of the Utah killer from the 1970s, Gary Gilmore. After committing two murders, Gilmore demanded to be sentenced to death.

That's a bit grim.

Gary Gilmore

On the evening of July 19, 1976, Gary Gilmore robbed and murdered Max Jensen, a gas station employee in Orem, Utah. The next evening, he robbed and murdered Bennie Bushnell, a motel manager in Provo, Utah. Although both men had complied with his demands, he murdered them. The young men were each ordered to lie down and then were shot in the head. Both were students at Brigham Young University; both left widows with infants.

Trial

Gilmore's murder trial occurred at the Provo courthouse on October 5, 1976. Concluded after only two days, he was found guilty of the murders and sentenced to death by firing squad.

Execution

The State of Utah wasted no time in executing Gilmore. On January 17, 1977, he was taken to an abandoned cannery behind the prison that served as its designated death house.

He was securely fastened to a chair while sandbags were positioned behind him as a barrier to trap the bullets.

Five gunmen, local police officers, stood concealed behind a curtain with five small holes, through which they aimed their Winchester 30-30 caliber rifles at Gilmore's chest, restrained and seated about 20 feet away with a black hood over his head.

Off the shelf, Winchester 150-grain 30-caliber Silver-tip bullets did the job.

Last Words

As Gilmore awaited his execution, he was asked about his words. In response, he simply said, "Let's do it."

At 8:07 a.m., Gilmore was executed by a firing squad at Utah State Prison in Draper, Utah. 

But wait! Gilmore wasn't the first to say it.

No. President Spencer W. Kimball was the first to say, "Do it." 

Spencer W. Kimball was president of the Church of Jesus Christ of Latter-day Saints from December 26, 1973 (Sustained by the general membership in the April 1974 General Conference) until his passing on November 5, 1985. 

Prominently displayed on President Kimball's desk is a slogan that reads, "DO IT."

In 1981, Elder Robert D. Hales, then a member of the First Quorum of the Seventy, said of President Spencer W. Kimball, "He is a man of action, demonstrated by the simple sign on his desk that says, 'Do It.'"

Summary

To review, here is how the "Just Do It" slogan evolved.

President Spencer W. Kimball,

The 12th President of The Church of Jesus Christ of Latter-day Saints was known for a sign on his desk that read, "Do It." 

The two-word slogan served as a constant reminder to act promptly and make decisions that align with righteous principles. President Kimball's motto captures an ethos of spiritual well-being and proactive life management.

Anyone who knew President Kimball would attest the saying is a reflection of the man himself and how he approached the work of his ministry as a prophet of God.

A Convicted Murderer's Last Words

Gary Gilmore's last words were, "Let's do it."

I have always wondered what prompted him to say that—such a very twisted and weird thing to say in those circumstances.

I think Mr. Gilmore was tuned in to the whisperings of Beelzebub.

Nike 

Incorporating a slight change, "Just Do It" proved to be a great marketing campaign and has stood the test of time.

But still…

I would hesitate to co-op the last words of a murderer as the foundation for a massive marketing campaign.

Just saying…

Conclusion: Be aware of Lucifer's cunning and deception.

Isn't all this interesting?

Do you see how Lucifer attempts to pervert the goodness of a righteous man, President Spencer W. Kimball? 

First, Lucifer successfully steals the saying, "Do it," and credits it to a murderer. 

Then, Nike’s advertising guru is inspired by the last words of that murderer to develop their derivative slogan, "Just Do It."

The whole time, the simple yet inspiring two-word phrase originated with a prophet of God.

I was motivated to write this post for two reasons:

First, I wanted to share this story as a reminder and example of how the adversary seeks to diminish the value of anything good. He is very good at his craft! We must never forget that what we perceive may not be the truth or reality.

That is why President Nelson, at the April 2018 General Conference, reminded us to rely on personal revelation: 

“But in coming days, it will not be possible to survive spiritually without the guiding, directing, comforting, and constant influence of the Holy Ghost.

My beloved brothers and sisters, I plead with you to increase your spiritual capacity to receive revelation.”

Four and a half years later, at the October 2022 General Conference, President Nelson added an apostolic blessing that we will be able to:

• Overcome the world.

• Increase our faith in Jesus Christ and learn better how to draw upon his power.

• Discern truth from error.

• Care more about the things of God than the things of this world.

• See the needs of those around us.

We must always be vigilant and able to discern the adversary’s deceit and false narratives in our world.

Second, it irritates me that shady characters co-opted the “Do It” slogan. So, I wanted to set the record straight by honoring the true source of the slogan, President Spencer W. Kimball.  Its origins are light and truth. Not the corrupt dark mind of a murderer who inspired a marketing agency seeking fortune.

Now you know the whole story. 

Chalk one up for the team of right and light!

"Do it."

***

Thanks for reading and pondering with me! 

Russell Anderson