1. By Michael McCauley

2. The main message behind this
campaign is to get everyone urgently
to loose weight by either; running
miles, joining a sport and basically
not being lazy. There is no answering
back in this Advertisement campaign
as you have to „Just Do It‟!
What Just Do It mean is that they
want you to just do it! Don‟t think
twice, don‟t have second thoughts
and don‟t be lazy just get up and do
fitness. The campaign wants you to
stop procrastinating and start
exercising!

3. Just Do It‟s target audience is aimed
at people who could actually do
fitness, so the old generation aged 60
and over are out of the question. Just
Do It aim at sport preps, Un fit people
and the younger generation. Anyone
to be honest in a way as they want
everyone to be fit, however probably
they feel they can‟t encourage the
older generation as they are
unhealthy, not active and weak as it
is.

4. The Strategy used is to give people self believe in
order to stay fit by wearing the brand „Just Do It‟.
This is also convinced to be good as the
campaign also have celebrity endorsed through
Just Do It advertisements. In this I mean having
actual athletics wearing their brand to persuade
the public to be their brand as its popular.

5. The Method used to reach the target audience was
by making „Just Do It‟ school bags to match there
target audience the younger generation. Also by
having „Just Do It‟ T-shirts/Jumpers match both
target audience because the younger generation use
it as a fashion object. Athletic people wear it to give
them confidence while playing their sport, in the gym
and doing a regular jog.

6. The ads made starting an exercise regime seem like
a necessity, and the way to start exercising was to
buy Nike merchandise. More importantly, by owning
Nikes you were instantly a member of a desirable
group. The campaign was easily identifiable (to the
point that Nike eventually did not even bother to
display the word “Nike” in commercials—the swoosh
was enough) and stayed true to its message.

7. The timing of this campaign could not have been
better. Americans were buying exercise equipment at
a record pace in the mid 1980s, and body worship
was at an all time high. Nike tapped into consumers‟
desire for a healthy lifestyle by packaging it into a
pair of $80 sneakers. The ads were often
humorous, appealing to the cynic in all of us, while
imploring consumers to take charge of their physical
fitness.