JUST

An essay film 4.50 mins 2024

The renowned ‘Just Do It’ tagline, whether seen as an inspirational rallying cry or a potentially coercive directive, has evolved into a seemingly universal call to action, urging individuals to transcend their limitations and pursue their dreams. For some, it functions as a guiding doctrine, not dissimilar to the rallying call of ‘Make America Great Again’ which has also spurred many to action.

More than just a tagline or slogan, it can be speculated to represent a philosophy—a philosophy distilled into three trademarked words.

These words were inspired by the final words of Gary Gilmore, a convicted murderer executed in Utah in 1977, whose parting phrase was ‘Let's do it’

In 1987 the advertising agency Wieden + Kennedy rephrased rebranded and trademark-registered these three words as ‘Just do it.’ to sell shoes.

The essay film was premiered at Gallery North Northumbria University Newcastle, UK April-May 2024 as part of the group show What Are Words Worth? curated by Matthew Hearn.