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The Stories Behind 6 Famous Slogans

Though some of the greatest advertising slogans in history seem relatively simple ("Just Do It" is only three words, after all), most of the time, they're anything but. Here's how six of the most enduring taglines came to be.

1. “Just Do It.” The famous Nike slogan came from a rather unlikely source - spree killer Gary Gilmore, who received the death penalty for murdering two people in Utah in July, 1976. Just before a firing squad did their duty, Gilmore was asked if he had any last words. “Let’s do it,” he simply said. When Dan Wieden of Wieden+Kennedy was tapped to create a tagline for Nike a decade later, something about Gilmore’s words just seemed to fit. “Let’s” was changed to “Just” to add a dash of emphasis.

2. “Good to the Last Drop.”

Maxwell House has a pretty neat story for this one. They claim that while Teddy Roosevelt was visiting Andrew Jackson’s Hermitage in 1907, he insisted on taking a cup of coffee where Old Hickory once enjoyed his meals, saying, “I must have the privilege of saying that I have eaten at General Jackson's table.” As the story goes, after thoroughly enjoying his joe, Teddy smacked his lips and declared that the stuff was “good to the last drop.” Some years later, the coffee giant decided the slogan was a double win - it was a catchy phrase, but it also provided celebrity endorsement.

That being said, there’s a pretty good chance that the whole tale is just a pretty good bit of PR. The Theodore Roosevelt Association, however, claims they know of a credible witness who verified the whole conversation.

More from mental_floss writer Bill DeMain:
A few tidbits about Maxwell House – A Nashville Banner article from 1907 quoted Teddy Roosevelt as saying of that famous cup of coffee: “This is the kind of stuff I like to drink, by George, when I hunt bears.” Nothing about “good to the last drop.” Though maybe that phrase didn’t sound as quotable back then. Regardless, it was a big deal to have the president enjoying your brand of coffee, and in the days after Roosevelt’s visit, three different coffee companies in Nashville ran ads in the Banner claiming it was their java, not Maxwell House’s, that Teddy liked. Finally, though Maxwell House started using the “good to the last drop” slogan in print ads around 1917, they waited until long after Roosevelt was dead before they started using his name and image in their ads.

3. “A Diamond is Forever.” I wish I was one of those people who went to bed with a problem and woke up with the solution in my head. I’m not, but apparently copywriter Frances Gerety was, because she said the famous De Beers slogan came to her in a dream in 1947. It’s certainly enduring - the tagline has been a De Beers mainstay ever since. Advertising Age even named it the best slogan of the 20th century.

4. “We try harder.” This one is a rare moment of truth in advertising, according to Time magazine. When given the difficult task of making Avis seem appealing - Hertz had a firm lock on the top rental car spot in the U.S. - famed copywriter Bill Bernbach asked company president Robert Townsend why he thought anyone would use his company. “We try harder,” Townsend decided, and a slogan was born.

5. “I People weren’t exactly in a New York state of mind in 1977. Tourism was down, the city was getting a reputation for being dirty, and Deputy Commissioner of the NY State Department of Commerce William Doyle decided to do something about it. He requested a catchy ad campaign to boost tourism, and man, did he get one. Respected designer Milton Glaser created the iconic image thinking it would just be part of a quick, three-month campaign. He had no idea it would still be in use years later, even becoming a rallying cry after 9/11. The kicker: he did the work pro bono.

6. “That was Easy.” It would be nice if real life worked like the Staples ads: when you’re overwhelmed with work, chores, or life in general, all you have to do is push a button and some inventive and humorous solution magically appears to whisk your troubles away. Leslie Sims, a senior VP at advertising agency McCann Erickson, thought the same thing. Staples’ Easy button and “That was easy” line was... well, it wasn’t easy. It took a long time to come up with a concept that could quickly and handily show the abstract idea of “easy.”

I sense another post like this in my future - what slogans do you find intriguing?

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How Frozen Peas Made Orson Welles Lose It
Rebecca O'Connell (Getty Images) (iStock)
Rebecca O'Connell (Getty Images) (iStock)

Orson Welles would have turned 103 years old today. While the talented actor/director/writer leaves behind a staggering body of work—including Citizen Kane, long regarded as the best film of all time—the YouTube generation may know him best for what happened when a couple of voiceover directors decided to challenge him while recording an ad for Findus frozen foods in 1970.

The tempestuous Welles is having none of it. You’d do yourself a favor to listen to the whole thing, but here are some choice excerpts.

After he was asked for one more take from the audio engineer:

"Look, I’m not used to having more than one person in there. One more word out of you and you go! Is that clear? I take directions from one person, under protest … Who the hell are you, anyway?"

After it was explained to him that the second take was requested because of a “slight gonk”:

"What is a 'gonk'? Do you mind telling me what that is?"

After the director asks him to emphasize the “in” while saying “In July”:

"Why? That doesn't make any sense. Sorry. There's no known way of saying an English sentence in which you begin a sentence with 'in' and emphasize it. … That's just stupid. 'In July?' I'd love to know how you emphasize 'in' in 'in July.' Impossible! Meaningless!"

When the session moved from frozen peas to ads for fish fingers and beef burgers, the now-sheepish directors attempt to stammer out some instructions. Welles's reply:

"You are such pests! ... In your depths of your ignorance, what is it you want?"

Why would the legendary director agree to shill for a frozen food company in the first place? According to author Josh Karp, whose book Orson Welles’s Last Movie chronicles the director’s odyssey to make a “comeback” film in the 1970s, Welles acknowledged the ad spots were mercenary in nature: He could demand upwards of $15,000 a day for sessions, which he could use, in part, to fund his feature projects.

“Why he dressed down the man, I can't say for sure,” Karp says. “But I know that he was a perfectionist and didn't suffer fools, in some cases to the extreme. He used to take a great interest in the ads he made, even when they weren't of his creation.”

The Findus session was leaked decades ago, popping up on radio and in private collections before hitting YouTube. Voiceover actor Maurice LaMarche, who voiced the erudite Brain in Pinky and the Brain, based the character on Welles and would recite his rant whenever he got the chance.

Welles died in 1985 at the age of 70 from a heart attack, his last film unfinished. While some saw the pea endorsement as beneath his formidable talents, he was actually ahead of the curve: By the 1980s, many A-list stars were supplementing their income with advertising or voiceover work.

“He was a brilliant, funny guy,” Karp says. “There's a good chance he'd think the pea commercial was hilarious.” If not, he’d obviously have no problem saying as much.

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How Google Chrome’s New Built-In Ad Blocker Will Change Your Browsing Experience
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If you can’t stand web ads that auto-play sound and pop up in front of what you’re trying to read, you have two options: Install an ad blocker on your browser or avoid the internet all together. Starting Thursday, February 15, Google Chrome is offering another tool to help you avoid the most annoying ads on the web, Tech Crunch reports. Here’s what Google Chrome users should expect from the new feature.

Chrome’s ad filtering has been in development for about a year, but the details of how it will work were only recently made public. “While most advertising on the web is respectful of user experience, over the years we've increasingly heard from our users that some advertising can be particularly intrusive,” Google wrote in a blog post. “As we announced last June, Chrome will tackle this issue by removing ads from sites that do not follow the Better Ads Standards.

That means the new feature won’t block all ads from publishers or even block most of them. Instead, it will specifically target ads that violate the Better Ad Standards that the Coalition for Better Ads recommends based on consumer data. On desktop, this includes auto-play videos with sound, sticky banners that follow you as you scroll, pop-ups, and prestitial ads that make you wait for a countdown to access the site. Mobile Chrome users will be spared these same types of ads as well as flashing animations, ads that take up more than 30 percent of the screen, and ads the fill the whole screen as you scroll past them.

These criteria still leave room for plenty of ads to show up online—the total amount of media blocked by the feature won’t even amount to 1 percent of all ads. So if web browsers are looking for an even more ad-free experience, they should use Chrome’s ad filter as a supplement to one of the many third-party ad blockers out there.

And if accessing content without navigating a digital obstacle course first doesn’t sound appealing to you, don’t worry: On sites where ads are blocked, Google Chrome will show a notification that lets you disable the feature.

[h/t Tech Crunch]

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