Gary Mark Gilmore’s life of crime began when he was in his early teens. It started with petty theft and soon evolved into Gary leading a car theft ring. Gary was in a seemingly endless rotation of crime and prison. After his father died of lung cancer, news which he received from a prison guard, the speed of Gary’s downward spiral increased exponentially. When Gary was released from prison, he became more erratic and became an alcoholic. In his mid-twenties, Gary was convicted of assault and armed robbery and sent back to prison. Eight years later, he was released on a conditional parole. Within a month, he was arrested for armed robbery. After his conditional parole from prison in 1976, 35-year-old Gary moved to Provo, Utah, to live with a distant relative.
At about 11 p.m. on the night of July 19, 1976, three months after his release from prison, Gary robbed 25-year-old Max David Jensen, the night attendant at a service station in Orem, Utah. Max was a graduate of Utah State University and was working at the gas station to pay his way through Brigham Young University Law School. Max had married 14 months earlier and had an infant daughter. At the end of the robbery, Gary told Max to lie down on the floor. Then, Gary shot Max twice in the head with a .22 caliber pistol. Max lost his life for $150.
Just before 11 p.m. on the following night, Gary robbed 26-year-old Bennie Jewkes Bushnell, the night clerk of the City Center Hotel in Provo, Utah. Like Max, Bennie had been married a short time, had an infant child, and was working his way through Brigham Young University. Gary forced Bennie to lie down on the floor and killed him in the same manner as he had Max. Bennie lost his life for $125.
Gary had parked his truck at a nearby service station and walked to the motel. Following the robbery, an attendant at the service station saw Gary return to his car, noticed he was bleeding, heard about the shooting at the motel, and called police. The service station attendant knew Gary and told police where he was living. With that information, officers arrested Gary without incident within three hours.
On October 7, 1976, after a two-day trial, a jury found Gary guilty of murdering Bennie and sentenced him to death. After hearing the verdict, Judge J. Robert Bullock asked Gary if he preferred to be hung or shot. Gary replied, “I prefer to be shot.” On January 17, 1977, as he stood before the six-man firing squad, Gary told the warden his last words. At 8:07 a.m., Gary’s sentence was carried out.
In 1988, Dan Wieden, co-founder of the advertising company Wieden and Kennedy, was hired to come up with a catchy slogan for a struggling company. Dan remembered Gary Gilmore’s last words and tweaked it slightly. A killer’s last words, “let’s do it,” which Dan tweaked to “just do it,” became one of the most successful slogans in advertising history and transformed the fortunes of a struggling shoe company called Nike.