Nike's first "Just Do It" ad launched in 1988 featuring an 80-year-old runner named Walt Stack. Why did they use an 80 year old? Because they knew showing an extreme outlier would make everyone else's excuses feel insignificant. Average advertisers focus on benefits. While world class advertisers engineer self-image. The "Just Do It" campaign went on the be one of the most successful ad campaigns in history. In just 10 years it propelled Nike from $444M to $11B in market cap. | Maxwell Finn
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