This week, the world of advertising lost a New York ad man whose campaigns were as real, genuine and in your face as the city itself. Sal DeVito, co-founder of DeVito/Ellis, passed this week, a day before his birthday. No cause of death has been given yet. He was 76.
The announcement was made via a Linkedin post from the agency. “He was passionate as he was tough. As demanding as he was encouraging. And as brutally honest as he was loyal.”
Fellow advertising legend and friend, Helayne Spivak, also posted the news on Facebook. “You’re going to be missed, Sal. You never gave up.”
DeVito was born in Brooklyn, New York in 1947. Growing up in this vibrant and culturally diverse borough, he developed a keen understanding of human behavior and storytelling. This early exposure to a variety of perspectives and experiences played a crucial role in shaping his creative sensibilities. His passion for art and communication led him to the School of Visual Arts (SVA) in New York City, where he pursued a degree in advertising, honing his skills and laying the foundation for his remarkable career.
Sal embarked on his advertising career in the 1970s, a time of significant innovation and change within the industry. His first major role was at Levine, Huntley, Schmidt & Beaver, where he quickly established a reputation for his creative flair and unconventional approach to advertising. His work during this period showcased his ability to blend humor, emotion, and a deep understanding of consumer psychology.
Founding DeVito/Verdi
In 1991, Sal DeVito co-founded DeVito/Verdi with Ellis Verdi, a move that would redefine his career and leave a lasting impact on the advertising world. The agency quickly gained acclaim for its bold, provocative campaigns that often challenged societal norms and sparked conversations.
DeVito/Verdi’s work was characterized by its wit, intelligence, and ability to cut through the noise, capturing the essence of brands in memorable and impactful ways. Under his creative leadership, teh agency produced some of the most iconic and award-winning campaigns in advertising history, inspiring many to join its ranks. Notable among these were:
Daffy’s
A series of ads humorously suggesting that New Yorkers were crazy to overpay for clothes. One memorable ad featured a picture of a straitjacket with the headline, “If you’re paying over $100 for a dress shirt, may we suggest a jacket to go with it?”
New York Magazine
A campaign that humorously positioned the magazine as “Possibly the only good thing in New York Rudy hasn’t taken credit for.”
Time Out Magazine
An advertisement that cheekily stated, “Our magazine is a lot like the average New Yorker, I’ll tell you where you can go and what you can do with yourself.”
Legal Sea Foods
A series of clever and humorous campaigns, including a faux presidential bid by the restaurant’s CEO during the 2016 U.S. presidential election, and a 2019 cannabis-themed campaign with pot puns like “Our fish are freshly baked” and “Right now we’re smoking… salmon.”
Empire Kosher Chicken
A thought-provoking in your face campaign that differentiated this brand from other mainstream chickens such as Perdue.
The Sporting News
Going up against Sporrts Illustrated and ESPN magazines, DeVito had to create a strategy for The Sporting News. The creatives poked fun at and spoofed SI’s infamous “Swimsuit Issue.”
REELated:
Awards and Recognition
DeVito’s contributions to advertising have been recognized with numerous awards and accolades, including multiple Clio Awards, One Show Pencils, and Cannes Lions. His ability to craft compelling narratives and his knack for innovative thinking have made him a highly respected figure in the industry.
Legacy and Influence
Beyond his impressive body of work, Sal DeVito was a mentor to countless young creatives, encouraging them to push boundaries and think outside the box. His legacy is defined not only by the success of DeVito/Verdi but also by his commitment to creativity, integrity, and the power of advertising to shape culture and society.
Despite his high-profile career, Sal has remained grounded and connected to his roots. Known for his humility and generosity, he continues to live in New York City, enjoying its vibrant cultural scene and spending time with his family and friends.
Sal DeVito’s career is a testament to the transformative power of creativity in advertising. His ability to craft messages that resonate deeply with audiences, challenge norms, and create lasting impressions has made him a true legend in the industry. Sal DeVito’s work continues to inspire and influence, proving that great advertising is not just about selling products but about telling stories that connect with the human experience.
Like Helayne Spivak said, “He never gave up.”
Reel 360 News has reached out to DeVito/Verdi. This story will be updated.
This article was brought to you for FREE. Independent Journalism is not. Please support Reel 360 News and Reel Chicago by donating here.
