Buzz
While some of the most memorable advertising slogans in history appear deceptively simple (take "Just Do It," for instance, with its mere three words), their creation is often far from straightforward. Here’s the fascinating journey behind six of the most timeless taglines.
1. "Just Do It" // Nike
The legendary Nike slogan originated from an unexpected source: Gary Gilmore, a convicted murderer executed in Utah during the 1970s. Moments before facing a firing squad, Gilmore was asked for his final words. His response was, “Let’s do it.” A decade later, Dan Wieden of Wieden+Kennedy drew inspiration from this phrase while crafting a tagline for Nike. The addition of just was influenced by Nancy Reagan's "Just Say No" campaign.
2. "Good to the Last Drop" // Maxwell House
Legend has it that during a visit to Andrew Jackson’s Hermitage in 1907, Theodore Roosevelt insisted on having a cup of coffee at the same table where Old Hickory once dined. He reportedly remarked, “I must have the privilege of saying that I have eaten at [General] Jackson's table.” While the exact type of coffee served to Roosevelt remains unclear, Maxwell House asserted in advertisements that it was their blend. Years later, after adopting "Good to the Last Drop" as their slogan, the company began promoting the idea that Roosevelt himself had coined the phrase during that 1907 visit. However, this story is likely more a product of clever marketing than historical fact.
3. "A Diamond Is Forever" // De Beers
In 1947, after a grueling day at work, ad copywriter Frances Gerety realized she had one final assignment: creating a slogan for De Beers. "Exhausted, she jotted down a phrase on a piece of paper before drifting off to sleep. The next day, she presented her idea to a room full of executives," De Beers recounts on its website. Her suggestion, "A Diamond Is Forever," was met with initial skepticism, according to De Beers, but the company eventually decided to give it a try. Decades later, Advertising Age declared it the greatest slogan of the 20th century.
4. "We Try Harder" // Avis
Faced with the challenge of making Avis attractive in a market dominated by Hertz, Bill Bernbach of DDB questioned Avis executives about what made their service stand out. It was reportedly Paula Green, a copywriter at DDB, who transformed their answer into the now-famous three-word slogan: "We try harder."
5. "I Love New York" // New York State
In 1977, New York was far from a tourist hotspot. With a declining reputation for cleanliness and dwindling visitor numbers, William Doyle, the deputy commissioner of the New York State Department of Commerce, decided to take action. He commissioned a memorable ad campaign to revive tourism, and the result was legendary. Renowned designer Milton Glaser crafted the now-iconic logo featuring the letter I, a heart, and the letters NY—symbolizing "I Love New York"—sketched with a red crayon on an envelope. Little did he know it would endure for decades, even becoming a symbol of resilience after 9/11. Remarkably, Glaser created it free of charge.
6. "That Was Easy" // Staples
Imagine if life were as simple as Staples’ commercials suggest: whenever you’re swamped with tasks, you could just press a button, and a clever solution would instantly appear. Leslie Sims, a senior VP at McCann Erickson, shared this sentiment. The creation of Staples’ Easy Button, however, was anything but easy. According to CNN, during a lengthy brainstorming session in 2004, Sims joked about wishing for a button that could generate a brilliant ad idea so they could finally take a lunch break. By early 2005, the Easy Button and its catchphrase, "That Was Easy," were ubiquitous on television.
