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After 44 years in the business, creating some of advertising’s most iconic work, David Lubars deserves to do nothing for a while.
Lubars is set to retire from his post as chairman and chief creative officer of BBDO Worldwide, and he told ADWEEK that as he starts his retirement, he’s going to do nothing, “and then after I do that, I’m going to rest.”
Lubars said that BBDO has been on a 20-year sprint that has been “mostly great,” but now feels he needs to walk, and this industry doesn’t know how to slow down.
He has been part of many memorable and award-winning campaigns, from the “Herding Cats” Super Bowl spot to the “You’re Not You When You’re Hungry” Snickers platform to M&M’s campaigns.
Andrew Robertson, president and CEO of BBDO Worldwide, who persuaded Lubars to rejoin the agency in 2004, said in a statement, “There’s no question that David is one of the world’s most talented writers, but his real gifts are his ability to catch ideas and see the potential in other people’s work, then to help them take it from good to great. That’s why so many amazingly talented people have wanted to work with him, both in New York and across our network.”
A legacy of ‘unlearning’
Most industry legends want to leave a legacy of great work and learning to the industry. Lubars has that catalog of exceptional work, but he’d like to be remembered for the concept of “unlearning.”
“Instead of being stuck in the tropes and the things that everybody does over and over again, what is the uncharted territory that a client can show up and really surprise and delight? You have to learn everything, but then unlearn and cut a path,” said Lubars.
The industry has taught him a few things as well, from being patient to staying even keeled.
“Don’t ever get too high. Don’t get too low. Just stay even no matter what’s going on. As many songwriters [have sung], ‘Keep on keepin’ on,’” Lubars said.
Part of Lubars’ legacy will be what he leaves at BBDO: a creative department buoyed by Chris Beresford-Hill. Lubars noted the legacy left at BBDO during the “creative revolution” of the 1970s with Allen Rosenshine as CEO and Lubars’ predecessor Phil Dusenberry.