Q 01/05

Dan Wieden said Nike's 'Just Do It' (1988) was inspired by the last words of which death-row inmate?

A) Gary Gilmore

B) Ted Bundy

C) John Wayne Gacy

D) Caryl Chessman

Answer · why

A) Gary Gilmore

Gilmore had said 'Let's do it' before his 1977 execution; over the next decade Nike's share of the US sports-shoe market went from 18 to 43 percent.

Q 02/05

Which copywriter wrote 'A Diamond Is Forever' for De Beers in 1947?

A) Peggy Olson

B) Frances Gerety

C) Mary Wells Lawrence

D) Shirley Polykoff

Answer · why

B) Frances Gerety

She worked at N. W. Ayer & Son and reportedly scribbled the line late one night before bed.

Q 03/05

Which fast-food chain's 1984 commercial had Clara Peller demanding 'Where's the beef?'

A) Burger King

B) McDonald's

C) Hardee's

D) Wendy's

Answer · why

D) Wendy's

Walter Mondale used the line against Gary Hart in a Democratic debate a few weeks later, and it helped him win the nomination.

Q 04/05

Which future blockbuster director made the first 'Got Milk?' commercial in 1993?

A) Michael Bay

B) Ridley Scott

C) David Fincher

D) Spike Jonze

Answer · why

A) Michael Bay

The agency Goodby Silverstein & Partners initially thought the phrase was lazy and ungrammatical; the milk-moustache celebrity ads followed from 1995.

Q 05/05

Apple's 1997 campaign with the 'Crazy Ones' ad is widely read as a rejoinder to which rival's one-word slogan?

A) Microsoft's 'Start'

B) IBM's 'Think'

C) Dell's 'Easy'

D) Sony's 'Believe'

Answer · why

B) IBM's 'Think'

Steve Jobs insisted on 'different' rather than 'differently' so it sounded like 'think big'; the 'Crazy Ones' ad won an Emmy.