article_snippet: This week Mr Wieden, co-founder of advertising agency Wieden+Kennedy, repeated the story to Dezeen magazine.
article_snippet: Mr Wieden described how Mr Wieden was worried that an upcoming series of five TV adverts lacked cohesion, because they all had a different feel to they all.
article_snippet: Mr Wieden felt they all needed a tagline to tie they all together.
article_snippet: Mr Wieden company had been parachuted in by Nike to help Nike counter-attack rivals
article_snippet: Reebok, who had just announced bigger profits.
article_snippet: Mr Wieden said: ‘Mr Wieden… came up with five different 30 second spots.
article_snippet: So I thought… we need a tagline to pull this stuff together.
highlights_snippet: Ad executive Dan Wieden admitted it's based on last words of a murderer .
  