广告语可以说是品牌的门面，一句经典、广为流传的广告语，可能比产品本身更加重要。说起经典的广告语，你会想起哪一句呢？它们又因何而经典？跟着阿研一起来了解一下吧。
Just do it.
Nike的广告语“Just do it.”是广告语中的经典，可谓家喻户晓，直译为“只管去做”，包含着年轻人的自我意识、强调运动和体育精神。不过你或许不知道，这句广告语的灵感来自一个死刑犯人。
Gary Gilmore是一个凶*犯，他曾因抢劫和谋*了两条性命被判监禁，出狱后却重蹈覆辙，于1977年再度抢劫和谋*，这回他被判死刑。执行枪决前，执行者问Gilmore有何遗言，他回答道：Let's do it.（动手吧。）
Gary Gilmore
这句临终遗言被广告公司W K的创始人Dan Wieden留意到了。他很喜欢这句话，认为“do it”很潇洒、很符合体育精神。为了加强感染力和语气，他在前面加上了“just”，于是就成为了Nike沿用了这么多年的广告语。它还被Advertising Age（《广告时代》）杂志评为20世纪最棒的5条广告语之一。
Think different.
“Think Different.”（特立独行）是TBWA\CHIAT\DAY广告公司于1997年为Apple创作的广告语，并与此同时推出了一系列广告，其中最有名的要数那段乔布斯亲自撰写广告词并配音的60s视频广告。
Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They invent. They imagine. They heal. They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the world, are the ones who do.
广告中出现了一系列 “think different"的标志性历史人物：
