The original version of 'Just Do It', now the preserve of Messrs Bowerman and Knight, was in 1983. That was the study which showed that having a doctor say 'Just stop smoking' was as effective as any more fancy technique for getting people to quit. Of course, that isn't quite what the study showed.
The latest version of this doctrine was published in the 'Lancet' this week and made the front pages.
(A correction was published to the 1983 paper: here)