Editor’s Note: “The Reel Black List” is our annual spotlight of brothers and sisters in the worlds of advertising, film, TV, music, radio and media who are making a difference through their contributions and creativity daily. For the next 29 days, you will be able to celebrate wonderful human beings, like Arnold Group Creative Director Donnell Johnson.
Donnell affectionately known as ‘Dojo,’ boasts a remarkable career spanning over 25 years as a Group Creative Director at Arnold. His storied journey includes stints at renowned agencies like Droga5, Crispin Porter + Bogusky, and Saatchi & Saatchi, where he has left an indelible mark on the advertising landscape.
Throughout his career, Donnell has masterminded iconic campaigns that have permeated popular culture. From Toyota’s memorable ‘Swagger Wagon’ to The New York Times’ poignant ‘Truth Is Hard To Find,’ his creative brilliance has propelled brands into the cultural zeitgeist. Notable projects also include Walmart’s ‘Famous Cars,’ Cigna’s ‘TV Doctors Of America,’ and Burger King’s ‘King of The Gridiron,’ each earning acclaim from prestigious advertising awards including Cannes, One Show, D&AD, and more.
Beyond his professional achievements, Donnell’s passion for nurturing young talent is evident through his role as an esteemed teacher at esteemed institutions like Miami Ad School, School of Visual Arts, and Fashion Institute of Technology. Many of his mentees have ascended to become esteemed leaders in the industry, a testament to his mentorship and guidance.
In his personal life, Donnell finds joy in his marriage to a “way more talented CD/writer” and harbors a fascination with deciphering numerology patterns in the lottery. He humorously adopts the moniker ‘dojo’ to spare others from mispronouncing his name, showcasing his wit and humility.
With a legacy marked by creativity, mentorship, and innovation, Donnell Johnson continues to inspire and shape the future of advertising, leaving an enduring impact on the industry and beyond.
Let’s meet Donnell!
What’s your origin story?
Cue the Fresh Prince music. West Philadelphia born and partially raised. On the playground, and in front of the TV, is where I literally spent most of my days. No joke.
How did you get into advertising?
This was always my first career choice. But, being Black – and almost 30 years ago when the industry was even less ‘diverse’ – it took a ton of lucky breaks. I started post-college by just writing random letters to ad people [this was pre-email]. After getting one, Stuart Elliot [Editor of the New York Times’ advertising column] called me to chat. This led to me mailing awful ‘work’ samples to 30+ ad agencies, One of which was Wieden + Kennedy. Their recruiter, Beth Anderson, sent back a 4-page letter – along with a list of ad schools. From there I went to Miami Ad School, where the founders, Ron and Pippa Seichrist, lifted me up when I needed it – especially financially. Call it ‘Luck of the [Black] Irish,’ I guess.
What did your parents think you would be?
I’m definitely my mom’s favorite child. She’s told my siblings this to their faces. But she also admitted 16 years ago, she didn’t even think I would go to college. I got offered a General Manager’s job at the local McDonald’s I worked at. So…probably that?
Who were your mentors?
Outside of advertising? My friend, Eddie Hahn, hands down. He’s probably one of the wisest dudes I know. In advertising? [Teachers] Ron Siechrist, Bruce Turkel, [old ECD at SpikeDDB] Desmond Hall, [authors] Ries and Trout’s book, ‘Positioning: Battle of The Mind.’
Bravest thing you’ve done?
Overall, I’m just living my life and career on my terms. Think that’s the bravest thing you can do. There is something freeing in accepting that you can die or, work-wise, get fired for any reason, at any time. I don’t let fear dictate how either should go. Except for when I’ve gotten invitations to ride in a hot air balloon…kill that noise.
How do you handle failure?
Super-jacked bodybuilders work their muscles “until failure.” They accept this ‘failure’ because it helps them get stronger. More powerful. I think failure in advertising makes your brain stronger and ideas more powerful next time. Failure only sucks if you don’t learn from it. Also, just to be clear, I’m very out of shape.
What’s a product or service that you are dying to do a campaign for?
I’ve always loved to work on things no one else wants to work on. Brands and/or products that people sort of dismiss. I love the challenge of making the difficult relevant in culture — Oh, who am I kidding?! Nike, of course.
REELated: Read about others on The Reel Black List
Zack Snyder’s Rebel Moon is over-indexing on Black and Hispanic audiences. Why?
It’s a superhero movie where all the leads are essentially Black or Brown – and the white folks aren’t saving the day. In fact, for the most part, they’re all in the way.
Lunch, Happy Hour or Dinner
Lunch: Robert Townsend
Happy Hour: Eddie Murphy
Dinner: Barack & Michelle
You would give up your career to go on tour and perform with what singer/band?
Nobody wants to see that.
Colman Domingo is a national treasure. Yes or No.
I say “yes” but I’m biased. He’s from West Philly too – and it’s nice to see him get all the flowers he’s earned and deserves.
Nosebleed seats for Beyoncé or front-row tickets for Taylor Swift?
The thought of being surrounded by the BeyHive or Swifties, as they sing every word, of every song? Nah, hard pass. Give me nice, 100-level seats to an NBA game.
What are your guilty pleasures?
Bourbon. Chocolate. Playing the lottery.
What’s brewing for your 2024?
There are a couple of projects for our client, Progressive, I’m very excited to help bring to life. Can’t say any more than that. I’ll also be glued to political news. It’s a big election year. We can’t elect a person who tried to overturn democracy, promotes division over unity and pushes conspiracy theories. But as they say, “Don’t underestimate America!”
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