Is he the father of modern advertising?

That's right.  Him.  David Letterman.  Those of us who are over 40, think about it for a second (the rest of you are going to have to take our word for it).  So much of the post-modern creativity evident in advertising today can be traced back to NBC's "Late Night with David Letterman."

The snarky too-cool-for-school attitude; the sarcastic ad-speak; the humor at the expense of the product, the "we all know this is bullsh*t" undercurrents; the knowing winks at the viewer; the lampooning of other commercials; the influence Dave and his group of writers had on the current generation of creative people has been substantial.

And don't get me started on the endless Top Ten list knock-offs.


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