"Don't even think about it!" is an emphatic

prohibition Prohibition is the act or practice of forbidding something by law; more particularly the term refers to the banning of the manufacture, storage (whether in barrels or in bottles), transportation, sale, possession, and consumption of alcoholic ...

popularized by a 1993

Pepsi Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961. History Pepsi was ...

commercial Commercial may refer to: * a dose of advertising conveyed through media (such as - for example - radio or television) ** Radio advertisement ** Television advertisement * (adjective for:) commerce, a system of voluntary exchange of products and s ...

featuring

Shaquille O'Neal Shaquille Rashaun O'Neal ( ; born March 6, 1972), known commonly as "Shaq" ( ), is an American former professional basketball player who is a sports analyst on the television program '' Inside the NBA''. O'Neal is regarded as one of the great ...

, a famous

basketball Basketball is a team sport in which two teams, most commonly of five players each, opposing one another on a rectangular court, compete with the primary objective of shooting a basketball (approximately in diameter) through the defender's h ...

player.

History

The

catchphrase A catchphrase (alternatively spelled catch phrase) is a phrase or expression recognized by its repeated utterance. Such phrases often originate in popular culture Popular culture (also called mass culture or pop culture) is generally recogni ...

as used by the Pepsi ad was based upon a similar phrase, "Don't even THINK of parking here", which came into use on no parking signs in major cities such as

New York City New York, often called New York City or NYC, is the most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the most densely populated major city in the U ...

and

Chicago (''City in a Garden''); I Will , image_map = , map_caption = Interactive Map of Chicago , coordinates = , coordinates_footnotes = , subdivision_type = List of sovereign states, Count ...

. The signs first appeared in New York in 1982 during Ed Koch's mayoral administration.

Popularization

The 1993 commercial featuring O'Neal begins with him playing hoops at a street basketball court. A little kid notices him, and exclaims O'Neal's nickname, "Shaq". O'Neal, noticing that the kid has a Pepsi in his hand, walks over and says "Hey, can I have it?" He bends over, supposing that his admirer will give him the soda, but the kid refuses, saying: "Don't even think about it!" Suddenly, a sound simulating that of a scratched record is heard, and the commercial ends with the Pepsi logo and slogan. The commercial is actually a parody of another famous one from the 1970s produced by Pepsi's rival,

Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atla ...

, in which a young boy meets football player "Mean" Joe Greene as he is leaving the field after a game. The boy gives his hero a bottle of Coke and, in exchange for the drink, the football player throws his jersey to the boy, who excitedly catches the

souvenir A souvenir (), memento, keepsake, or token of remembrance is an object a person acquires for the memories the owner associates with it. A souvenir can be any object that can be collected or purchased and transported home by the traveler as a ...

. The sign is mentioned in an episode of Arthur in the backdoor pilot for Postcards From Buster.

History

Popularization

See also

References

Further reading