The ' Just do it ' phrase first appeared at the end of a TV commercial in 1988 . It has been described as one of the best taglines of the 20th century . Ad detective ray butler admitted it 's based on last name of a murderer . He borrowed the phrase from condemned Utah killer ray butler . 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 .