DR Creative Legend Bruce Dworsky Passes Away

Bruce Dworsky, who spent more than 40 years in television and advertising — for the past 30-plus years, as a stalwart in the direct response television business — passed away on June 29 after a decade-long battle with cancer. The native of Schenectady, N.Y., was 67.

Bruce Dworsky's creative genius helped drive more than $3 billion in global product sales.

Dworsky — credited as the father of the “Buy now!” hook found in the call-to-action of many DRTV commercials and long-form infomercials — produced, wrote, and directed creative campaigns that reached hundreds of millions of TV viewers worldwide and led to more than $3 billion in global product sales.

“Bruce Dworsky was truly an icon in direct response,” says Andy Latimer, founder and CEO of Clearwater, Fla.-based Bluewater, the agency where Dworsky served as an executive producer from 2017 until his death. “His shows drove billions of dollars in sales, making the Harrington family DRTV legends. Known for his ‘Buy Now’ hook, he produced, wrote and directed thousands of direct-to-consumer creatives and mentored hundreds of performance marketing experts. But he was far more than the sum of his work. He was my friend. Always positive — always with his sly smile and knowing sense of humor. If you knew Bruce, you knew how to enjoy the moment and be in it. Work, life, and love... that was Bruce. He will be missed greatly.”

“Remember, the art is important, but commerce is the king. If it's not selling, put it on a shelf. If it's selling, put it on TV.” — Bruce Dworsky

Prior to joining Bluewater, Dworsky founded and ran Jordan Direct — a successful DRTV production and consulting company — in 2007. He spent time before that as vice president of production at such direct response industry leaders as HSN Direct, Reliant International Media, and Thane Direct. Dworsky got his start in production by creating corporate videos and traditional TV ads in the late 1980s.

As part of a Facebook post created on the day of his death, the Bluewater team wrote, “‘Buy Now,’ you realize that you should live each day to the fullest like he did. ‘Buy Now,’ you know you need to enjoy being in the moment like he did. And, certainly, ‘Buy Now,’ you know to tell the ones you love how much you care. Please keep his daughters and grandchildren in your thoughts and prayers as they navigate this loss.”

Dworsky is survived by daughters Sarah Wheaton, Kate Dworsky, and Sydney Dworsky; his brother, Adam; and his four grandchildren: Madison, Ellie, Juliette, and Frank. A celebration of life is planned for later in 2025.

In lieu of flowers, donations can be made in Dworsky's memory to the Prostate Cancer Foundation by clicking here.