We had the chance to chat with BUNTIN Chief Creative Officer and Co-President, Dave Damman, about the importance of staying true to a point of view and the art of persuasion.
Tell us about your role and how long you been working in the world of advertising.
My title currently is Chief Creative Officer/Co-President. My role is to help everyone, both agency and clients, do the best work of their careers. I’ve been working, breathing, living in Advertising since 1994.
Are there some common staples or tropes that have developed in recent years within the industry? How do these compare to the ones of 10 or even 20 years ago?
I believe that believing hard in ideas has gone out of fashion. We now tend to embrace and champion the “Nothing” version, a safe and tested, non-offensive brand idea that avoids provocation – this behavior has cast a shadow over the consumer landscape.
What were some aspects or qualities about ads from the past that you feel modern advertising could benefit from adopting?
Going back to believing hard in love or hate. I LOVE that ad. I HATE that ad. That is living in brand conviction, and not settling for just attention. It’s still the art of persuasion, and the magic is still in the product.
Do you feel as though ageism is a problem in the advertising industry?
Yes, but It’s always been there. You’re only as old as your thinking.
What advertisements do you remember seeing when you were younger that left an impression on you and why do you think they stayed with you?
Not so much in my early, early years, but in the 1980’s, I was blown away by the 1984 Apple Superbowl spot (like everyone else), and pretty much anything that NIKE and WK put out. One in particular, “Bo Knows” with Bo Jackson and Nike – always was a personal favorite. And that’s why it mattered most to me. It was personal, and at that moment – by way of my heart (love), stopped my brain from thinking about anything else. The reaction to it is forever tattooed on the emotional center of my brain.
Looking to the future, where do you think the advertisement industry is heading?
Hopefully to the land of free and the home of the brave. Free to try anything, and brave enough to believe in it, all the way through. It’s a game we will continue to play. Brands provide products and services that they feel are needed, and communicate those items in the most interesting, provocative, memorable way possible. Consumers offer their attention, and depending on the uniqueness, relevance, and connection to that message – turn their attention into conviction and allow the persuasion.