Teacher:In this task, you are given a text of many news articles seperated by special token "|||||". Your task is to summarize them.
Teacher: Now, understand the problem? Solve this instance: Design Indaba 2015: the advertising executive behind Nike's "Just do it" slogan has told Dezeen how he based one of the world's most recognisable taglines on the words of a convict facing a firing squad (+ interview). 
  
 Dan Wieden, co-founder of advertising agency Wieden+Kennedy, described the surprising genesis of the slogan in an interview at the Design Indaba conference in Cape Town last month. 
  
 Related story Marc Newson helped trigger a "manufacturing revolution" at Nike, says CEO Mark Parker 
  
 "I was recalling a man in Portland," Wieden told Dezeen, remembering how in 1988 he was struggling to come up with a line that would tie together a number of different TV commercials the fledgling agency had created for the sportswear brand. 
  
 "He grew up in Portland, and ran around doing criminal acts in the country, and was in Utah where he murdered a man and a woman, and was sent to jail and put before a firing squad." 
  
 Wieden continued: "They asked him if he had any final thoughts and he said: 'Let's do it'. I didn't like 'Let’s do it' so I just changed it to 'Just do it'." 
  
 The murderer was Gary Gilmore, who had grown up in Portland, Oregan – the city that is home to both Nike and Wieden+Kennedy. In 1976 Gilmore robbed and murdered two men in Utah and was executed by firing squad the following year (by some accounts Gilmore actually said "Let's do this" just before he was shot). 
  
 Nike's first commercial featuring the "Just do it" slogan 
  
 Nike co-founder Phil Knight, who was sceptical about the need for advertising, initially rejected the idea. "Phil Knight said, 'We don't need that shit'," Wieden said. "I said 'Just trust me on this one.' So they trusted me and it went big pretty quickly." 
  
 The slogan, together with Nike's "Swoosh" logo, helped propel the sportswear brand into a global giant, overtaking then-rival Reebok, and is still in use almost three decades after it was coined. 
  
 Campaign magazine described it as "arguably the best tagline of the 20th century," saying it "cut across age and class barriers, linked Nike with success – and made consumers believe they could be successful too just by wearing its products." 
  
 The magazine continued: "Like all great taglines, it was both simple and memorable. It also suggested something more than its literal meaning, allowing people to interpret it as they wished and, in doing so, establish a personal connection with the brand." 
  
 Born in 1945, Wieden formed Wieden+Kennedy in Portaland with co-founder David Kennedy in 1982. The company now has offices around the world and has "billings in excess of $3 billion," Wieden said. 
  
 Wieden revealed in his lecture at Design Indaba that shares in the privately owned agency had recently been put into a trust, making it "impossible" for the firm to be sold. 
  
 "I’ve sworn in private and in public that we will never, ever sell the agency," Wieden said. "It just isn’t fair that once sold, a handful of people will walk off with great gobs of money and those left behind will face salary cuts or be fired, and the culture will be destroyed." 
  
 He added: "The partners and I got together a couple of years ago and put our shares in a trust, whose only obligation is to never ever, under no circumstances, sell the agency.” 
  
 Here is an edited transcript of our interview with Dan Wieden: 
  
 Marcus Fairs: You're probably bored to death of this question but tell me how the Nike slogan came about. 
  
 Dan Wieden: So, it was the first television campaign we'd done with some money behind, so we actually came up with five different 30 second spots. The night before I got a little concerned because there were five different teams working, so there wasn't an overlying sensibility to them all. Some were funny, some were solemn. So I thought you know, we need a tagline to pull this stuff together, which we didn't really believe in at the time but I just felt it was going to be too fragmented. 
  
 So I stayed up that night before and I think I wrote about four or five ideas. I narrowed it down to the last one, which was "Just do it". The reason I did that one was funny because I was recalling a man in Portland. 
  
 He grew up in Portland, and ran around doing criminal acts in the country, and was in Utah where he murdered a man and a woman, and was sent to jail and put before a firing squad. And they asked him if he had any final thoughts and he said: "Let's do it". 
  
 And for some reason I went: "Now damn. How do you do that? How do you ask for an ultimate challenge that you are probably going to lose, but you call it in?" So I thought, well, I didn't like "Let’s do it" so I just changed it to "Just do it". 
  
 I showed it to some of the folks in the agency before we went to present to Nike and they said "We don't need that shit". I went to Nike and [Nike co-founder] Phil Knight said, "We don't need that shit". I said "Just trust me on this one." So they trusted me and it went big pretty quickly. 
  
 Marcus Fairs: Most of Dezeen's audience is involved in making products, whether it's trainers or cars or whatever. What is the relationship between what you do and the product? 
  
 Dan Wieden: Well if you notice in all the Nike work – I mean there is work that shows individual shoes, but a lot of the work that we do is more talking about the role of sports or athletics. And Nike became strong because it wasn't just trying to peddle products; it was trying to peddle ideas and the mental and physical options you can take. So it was really unusual and it worked very well. 
  
 Marcus Fairs: And what about other clients? What do you do if the client just wants you to show the product? 
  
 Dan Wieden: Well, it depends on the client as well. But you have to be adding something to a product that is beyond just taste, or fit, or any of that kind of stuff. You have to have a sensibility about the product, a sort of spirit of the product almost. 
  
 Marcus Fairs: And do you turn down brands that have product which you don't think is good enough? 
  
 Dan Wieden: Oh sure. And we fire clients! ||||| Just do it: Best tagline of the 20th century? Photo: Sarah Berry 
  
 It has been described as arguably the best tagline of the 20th century. It is certainly one of the most recognised. 
  
 But, Nike's fitspo "Just do it" line has its dark roots on death row. 
  
 It was inspired by the last words of a convicted killer before his execution. 
  
 In a new interview, Dan Wieden, the advertising executive behind the famous campaign, opened up about its origins. 
  
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 It was 1988 and Wieden was struggling to come up with a line that could capture the sportswear company's spirit across different TV commercials the ad agency had created for them. 
  
 "I was recalling a man in Portland," Wieden told Dezeen magazine. 
  
 Utah killer Gary Gilmore was sentenced to death in 1977 for robbing and murdering two men. 
  
 "They asked him if he had any final thoughts and he said: 'Let's do it'," Wieden recalled. 
  
 &amp;amp;nbsp; 
  
 "And for some reason I went: 'Now damn. How do you do that? How do you ask for an ultimate challenge that you are probably going to lose, but you call it in?' So I thought, well, I didn't like 'Let's do it' so I just changed it to 'Just do it'." 
  
 At first Nike's founders hated the idea. 
  
 "[Co-founder] Phil Knight said, 'We don't need that shit'," Wieden said. "I said 'Just trust me on this one.' So they trusted me and it went big pretty quickly." 
  
 The 'Just do it' line made its debut that same year in an ad featuring 80-year-old runner Walt Stack. 
  
 "I run 17 miles every morning," Stack says in the ad. "People ask me how I keep my teeth from chattering in the winter-time. 
  
 "I leave them in my locker," he smiles as the screen fades to black and the slogan "Just do it" appears with the trademark swoosh. 
  
 The slogan and the swoosh resonated with all audiences and helped Nike overtake their rival Reebok to dominate the sneaker market. 
  
 It is "arguably the best tagline of the 20th century," says Campaign magazine, noting it "cut across age and class barriers, linked Nike with success – and made consumers believe they could be successful too, just by wearing its products". 
  
 Of the slogan that is still popular 30 years later, the magazine said: "Like all great taglines, it was both simple and memorable. It also suggested something more than its literal meaning, allowing people to interpret it as they wished and, in doing so, establish a personal connection with the brand." |||||
Student:
Nike's co-founder originally wasn't so sure about the phrase "Just do it," and given its origins, he may have had a point. Dan Wieden, the ad exec who came up with the Nike slogan, tells Dezeen that it's based on the last words of a convicted murderer. The story goes like this: In 1988, Wieden was looking for a theme to unite a number of Nike ads. "I thought, you know, we need a tagline to pull this stuff together," he says. When he came up with "Just do it," he was thinking of a man in Portland—the area where both his ad agency and Nike are based. That man was one Gary Gilmore, who was executed by firing squad in 1977 after he killed two men, Dezeen reports. "They asked him if he had any final thoughts, and he said: 'Let's do it.' I went: 'Now damn. How do you do that? How do you ask for an ultimate challenge that you are probably going to lose, but you call it in?'" Wieden says. He says he "didn't like 'Let’s do it,' so I just changed it to 'Just do it.'" Others at the Wieden+Kennedy agency didn't love the phrase, nor did Nike co-founder Phil Knight, Wieden says. "I said, 'Just trust me on this one.' So they trusted me, and it went big pretty quickly." The first ad to feature the slogan, the Sydney Morning Herald reports, showcased an 80-year-old long-distance runner. "People ask me how I keep my teeth from chattering in the wintertime," the runner says. "I leave them in my locker." That's when the words appear. (One sign they've worked: A judge recently accepted a pair of Nikes in place of bail.)