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“Think Biggerer. Because the only thing we’ll have left is big ideas that connect on an emotional level.”
Dave Metcalf is a highly accomplished writer and Executive Creative Director known for creating transformative, award-winning campaigns that resonate deeply with audiences. With a career spanning iconic brands and groundbreaking work—including Dove's Campaign for Real Beauty, Jimmy Dean's 50th Anniversary Hijacking, and Sargento's World's Slowest Pizza Delivery—he has been instrumental in shaping the advertising landscape, earning billions of earned media impressions and recognition from top industry platforms like Cannes Lions, One Show, and Effies. His work has been featured on major media outlets, from Good Morning America to Late Night with Jimmy Fallon, and he is celebrated for his ability to craft big, emotionally resonant ideas that rise above the noise in a crowded marketplace.
Dave has won every major advertising award multiple times over—including Cannes Gold Lions, One Show Pencils, Communication Arts (CA) Awards, and Effie's. But no matter how shiny the trophies, he believes the most important award a brand can win is the hearts of consumers.
Dave relentlessly avoids ideas that blend in—rejecting what he calls "Wallpaper"—advertising that is safe, forgettable, and invisible. His creative philosophy emphasizes the importance of Thinking Biggerer, a playful yet profound reminder to push boundaries and create work that is not only innovative and original, but also deeply impactful. He focuses on creating bold, headline-grabbing, emotionally resonant ideas that rise above the noise and connect with real human experiences. Dave believes that as technology and data evolve faster than ever, the power of big, human-centric ideas—ones that make you actually feel something—will remain the most valuable asset in advertising.
Simple, bold and hits like a nose-bleed. Never fake or stylized, Dave goes for real, authentic, often photo journalistic-style imagery that an audience can deeply relate to, and see themselves in.
If an idea sounds even vaguely familiar, Dave flat out rejects it. He strives for completely unexpected and original concepts that have an instant “Wow factor” — ones that might even give you chills. Dave’s creative philosophy can be summed up in two words: Think Biggerer. He relentlessly avoids ideas that blend in, and rejects 'Wallpaper'—advertising that is safe, forgettable, and invisible.
“In advertising, we're always chasing the big, elusive, disruptive idea. This is the biggest one I've seen yet. ”
Executive Creative Director
[inferred] Multiple years across career
Writer
[inferred] Early 1990s
Writer
[inferred] Mid-1990s
Instrumental in creating the transformative "Campaign for Real Beauty," which became a cultural phenomenon, is cited as the #1 Ad Campaign of the 21st Century, and is now a Harvard Business School case study.
[inferred] Early 2000s
Created the highly emotional "Power of a Hug" campaign, becoming the first Cannes Lion-winning work for the brand. Also launched the highly successful Michael Phelps "Training for 2032" social campaign for Huggies Lil' Swimmers—in which the retired Olympic medalist taught babies to train for the 2032 Olympics.
[inferred] 2010s
Reintroduced the world to the Man, the Myth, the Sausage King himself—Jimmy Dean—the country singer who founded the brand. Also created the much talked about "Sausage Scented Wrapping Paper" holiday giveaway, and the highly-awarded "50th Anniversary Hijacking" campaign for the brand's recent anniversary.
[inferred] 2010s