Nike isn't helpful for suicidal people. You can't tell them to "Just Do It."
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Explanation
The joke plays on the contrast between Nike's motivational slogan, "Just Do It," and the serious issue of suicidal ideation. The humor comes from the absurdity of using an athletic slogan to address a mental health crisis. It's like, yeah, just do what? "Just do it" doesn't quite cut it when someone's feeling that low, you know?