December 7, 2012

“Never let them see you sweat.”


“Never let them see you sweat.”
       Tagline used in TV commercials for Dry Idea antiperspirants 
       This well-known "neverism" (to use the great term coined by quote maven Dr. Mardy Grothe), was popularized by a series of Dry Idea ads that ran from the mid-1980s to the early 1990s. The series featured various celebrities, including fashion designed Donna Karan, model and actress Lauren Hutton, football coach Dan Reeves and comedian Elayne Boosler. Each one talked about three “nevers” for their profession — the third of which was always: “Never let them see you sweat.”
       For example, Karan said: “There are three nevers in fashion design. Never confuse fad with fashion. Never forget it’s your name on every label. And, when showing your lines to the press, never let them see you sweat.”
       The catchy slogan is credited to veteran ad man Phil Slott, who was then at the BBDO agency. Slott was especially hot at the time, having also recently coined the Navy recruiting ad slogan: “It’s not just a job, it’s an adventure.”


“At a health club, you could meet business contacts, friends, and, most important, future dates. So, ‘never let them see you sweat’ too much! P.S. Have your hairy back waxed, and no grunting like a farm animal when you’re lifting heavy weights.”
       Frank Vincent
       American actor, musician, writer and producer
       Some of the manly tips in his 2007 book A Guy's Guide to Being a Man’s Man (written with Steven Priggé)


“Never let them see you sweat. If you lose your cool, you lose your power. Where parents are concerned, indifference is your greatest weapon. If they’re having temper tantrums and laying down all sorts of ridiculous rules, don’t argue. Don’t show any reaction at all. This drives them nuts. When they’re finished, calmly suggest that it might be better to have this discussion when they’re feeling more rational.”
       Sandra and Harry Choron
       In their Book of Lists for Teens (2002)
       The Chorons include this in the list “10 Tips for Raising Well-Adjusted Parents.”


Q (actor Desmond Llewelyn): “I’ve always tried to teach you two things. First, never let them see you bleed.”
James Bond (Pierce Brosnan):
“And the second?”
“Always have an escape plan.”
       In the film
The World Is Not Enough (1999)


“The best way to hide from people that you’re high is to never let them see you sober.”
Comment posted by “tyorke” on    
       In the discussion thread “Are you a functioning stoner?” (Art by R. Crumb.)

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