“It” is such an imprecise word that Google doesn’t bother including it in a search, so it’s pretty odd that two big names are selling “it” at the same time: ebay (you can get it on ebay) and Gatorade (is it in you?)

ebay’s “it” tagline is great - because it can mean anything, which is exactly what ebay sells. 

it isn’t going to be a classic for Gatorade, because it also means nothing. Gatorade isn’t making a promise (can they?) and we buy performance boosters because they promise confidence, respect, and acceptance into a team. 

Selling a sporting product is selling confidence, the confidence to “Just do It”. 

In fact, Nike’s success and failure prove you’ve gotta promise outright success - why should I buy your product if, already, ”I can“? I’m unsure and want a confidence boost.

ebay’s ad is great because it’s honest. It makes a promise it can back.

Ebay is successful because it’s a site worth talking about, and the greatest ad is one friend telling another, ”you’ve got to try it.”

How can you get people to say that about your product?