Philip Bernard Dusenberry (April 28, 1936 – December 29, 2007) was an

American American(s) may refer to: * American, something of, from, or related to the United States of America, commonly known as the "United States" or "America" ** Americans, citizens and nationals of the United States of America ** American ancestry, pe ...

advertising executive for the

BBDO BBDO is a worldwide advertising agency network, with its headquarters in New York City. The agency originated in 1891 with the George Batten Company, and in 1928, through a merger with Barton, Durstine & Osborn (BDO), the agency became Batten, B ...

advertising agency. Dusenberry was born in

Brooklyn Brooklyn () is a borough of New York City, coextensive with Kings County, in the U.S. state of New York. Kings County is the most populous county in the State of New York, and the second-most densely populated county in the United States, be ...

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

in 1936, and attended Midwood High School in Brooklyn and then

Emory & Henry College Emory & Henry College (E&H or Emory) is a private liberal arts college in Emory, Virginia. The campus comprises of Washington County, which is part of the Appalachian highlands of Southwest Virginia. Founded in 1836, Emory & Henry College i ...

Virginia Virginia, officially the Commonwealth of Virginia, is a state in the Mid-Atlantic and Southeastern regions of the United States, between the Atlantic Coast and the Appalachian Mountains. The geography and climate of the Commonwealth are ...

. He gained his first experience in advertising when he was working as a radio announcer, and was asked to fill in for the station's usual ad

copywriter Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or ...

. He joined the New York advertising agency

in 1962 as a junior copywriter, and in 1980 he became the agency's executive creative director. When he retired in 2002, he was Chairman of BBDO North America.Philip B. Dusenberry, 71, Adman, Dies
''

The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...

'', December 31, 2007. Dusenberry was well known for his work with one of his major clients, the soft drink giant

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 wa ...

. He devised the advertising slogan "The Choice of a New Generation", and was instrumental in casting celebrities in Pepsi's high-profile advertisements, including

Lionel Richie Lionel Brockman Richie Jr. (born June 20, 1949) is an American singer, songwriter, record producer, and television personality. He rose to fame in the 1970s as a songwriter and the co-lead singer of funk band the Commodores; writing and recor ...

Don Johnson Donnie Wayne Johnson (born December 15, 1949) is an American actor, producer and singer. He played the role of James "Sonny" Crockett in the 1980s television series ''Miami Vice'', for which he won a Golden Globe, and received a Primetime Emm ...

Madonna Madonna Louise Ciccone (; ; born August 16, 1958) is an American singer-songwriter and actress. Widely dubbed the " Queen of Pop", Madonna has been noted for her continual reinvention and versatility in music production, songwriting, a ...

and Michael J. Fox. Dusenberry was overseeing the production of an infamous Pepsi commercial starring

Michael Jackson Michael Joseph Jackson (August 29, 1958 – June 25, 2009) was an American singer, songwriter, dancer, and philanthropist. Dubbed the " King of Pop", he is regarded as one of the most significant cultural figures of the 20th century. Over ...

in which Jackson's hair accidentally caught fire when a smoke effect misfired. Dusenberry referred to the incident in the title of his 2005 book, ''Then We Set His Hair on Fire: Insights and Accidents from a Hall of Fame Career in Advertising'' (). Dusenberry also dabbled in the film business, co-writing with Roger Towne the script for the baseball movie ''

The Natural ''The Natural'' is a 1952 novel about baseball by Bernard Malamud, and is his debut novel. The story follows Roy Hobbs, a baseball prodigy whose career is sidetracked after being shot by a woman whose motivation remains mysterious. The story mo ...

'' which starred

Robert Redford Charles Robert Redford Jr. (born August 18, 1936) is an American actor and filmmaker. He is the recipient of various accolades, including an Academy Award from four nominations, a British Academy Film Award, two Golden Globe Awards, the Cec ...

. In 1984, Dusenberry wrote and directed documentaries for then President

Ronald Reagan Ronald Wilson Reagan ( ; February 6, 1911June 5, 2004) was an American politician, actor, and union leader who served as the 40th president of the United States from 1981 to 1989. He also served as the 33rd governor of California from 1967 ...

and First Lady

Nancy Reagan Nancy Davis Reagan (; born Anne Frances Robbins; July 6, 1921 – March 6, 2016) was an American film actress and First Lady of the United States from 1981 to 1989. She was the second wife of president Ronald Reagan. Reagan was born in Ne ...

. The films aired on national television and used the line 'It's Morning Again in America'. In 2002, he retired as chairman of BBDO, and was inducted into the

American Advertising Federation Hall of Fame The Advertising Hall of Fame, operated by the American Advertising Federation (AAF), began in 1948 as a result of a proposal by the New York Ad Club and its president, Andrew Haire, to the Advertising Federation of America, the predecessor organiza ...

. He died of

lung cancer Lung cancer, also known as lung carcinoma (since about 98–99% of all lung cancers are carcinomas), is a malignant lung tumor characterized by uncontrolled cell growth in tissues of the lung. Lung carcinomas derive from transformed, mali ...

at his

Manhattan Manhattan (), known regionally as the City, is the most densely populated and geographically smallest of the five boroughs of New York City. The borough is also coextensive with New York County, one of the original counties of the U.S. state ...

home on December 29, 2007.

References

External links

* 1936 births 2007 deaths Advertising directors American copywriters Deaths from lung cancer in New York (state) 20th-century American businesspeople {{US-business-bio-1900s-stub