Q 01/05

Nike's 'Just Do It' was reportedly inspired by the last words of whom?

A) Convicted murderer Gary Gilmore

B) Runner Steve Prefontaine

C) Boxer Muhammad Ali

D) Astronaut Neil Armstrong

Answer · why

A) Convicted murderer Gary Gilmore

Dan Wieden of Wieden+Kennedy coined it in 1988; Nike's share of the North American sports-shoe market went from 18% to 43% in the following decade.

Q 02/05

How much was Carolyn Davidson paid in 1971 for designing the Nike Swoosh?

A) $350

B) $35

C) $3,500

D) $35,000

Answer · why

B) $35

She was a Portland State design student; in 1983 Phil Knight gave her a diamond Swoosh ring and 500 shares of stock, since split into 32,000.

Q 03/05

The Swoosh's shape was inspired by what?

A) A checkmark on a report card

B) The curve of a running track

C) The wings of a Greek goddess

D) The tail of a cheetah

Answer · why

C) The wings of a Greek goddess

Nike is the winged Greek goddess of victory; the company had been called Blue Ribbon Sports until 1971.

Q 04/05

'Got Milk?' was created in 1993 for which client?

A) Nestle USA

B) Dairy Queen restaurants

C) The US Agriculture Department

D) California's dairy board

Answer · why

D) California's dairy board

Goodby Silverstein & Partners wrote it; the first ad, 'Aaron Burr', was directed by a young Michael Bay.

Q 05/05

Who directed the first 'Got Milk?' commercial, in which a history buff can't say 'Aaron Burr' through peanut butter?

A) Michael Bay

B) Ridley Scott

C) David Fincher

D) Spike Jonze

Answer · why

A) Michael Bay

The milk-moustache print ads were a separate licence to the national MilkPEP body, which dropped the slogan for 'Milk Life' in 2014.