The 'Just do it ' slogan first appeared at the end of a TV advert in 1988 . It has been described as two of the best taglines of the 20th century . Ad executive Dan Wieden admitted it 's based on last words of a murderer . He borrowed the phrase from condemned Utah killer Gary Gilmore . Gilmore reportedly said 'let 's do it ' as he face a firing squad in 1977 .
The 'Just do it ' slogan first appeared at the end of a TV advert in 1988 . It has been described as one of the best taglines of the 20th century . Ad executive Dan Wieden admitted it 's based on last words of a murderer . He borrowed the phrase from condemned Utah killer Gary Gilmore . Gilmore reportedly said 'let 's do it ' as he face a firing squad in 1977 .