Gary Dahl (entrepreneur)

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Gary Dahl was an award-winning copywriter, creative director, advertising agency owner, entrepreneur and the creator of the Pet Rock.

The Pet Rock[edit]

Dahl, an advertising executive from Los Gatos, California, was sitting in a bar listening to friends complain about their pets. He got the idea of creating the perfect pet.[1] This led to the idea of selling rocks to people as pets, complete with instructions. The instruction book was the real product, which was full of gags and puns. The 1975 fad only lasted about half a year, but that was enough to make Dahl a millionaire.

From the proceeds of his fad "pets," Dahl opened a bar in Los Gatos, the ironically named Carrie Nation's (named after the famous bar smasher). He later attempted to follow up this success selling "Sand Breeding Kits" and "Red China Dirt," ostensibly a plan to smuggle mainland China into the United States, one cubic centimeter at a time. These novelties failed to attract as much interest as the Pet Rock.

Advertising and writing[edit]

Dahl's agency, Gary Dahl Creative Services, in Campbell, California, specializes in electronic advertising. He had written and produced hundreds of television commercials and thousands of radio commercials for a wide variety of businesses, including financial, automotive, wireless, education, retail, high-tech and dot-coms.

In 2000, Dahl won the Bulwer-Lytton Fiction Contest, the San José State University sponsored competition that awards authors for crafting particularly bad "purple prose." He defeated over 4,000 entries from all over the world. Dahl's winning entry:

The heather-encrusted Headlands, veiled in fog as thick as smoke in a crowded pub, hunched precariously over the moors, their rocky elbows slipping off land's end, their bulbous, craggy noses thrust into the thick foam of the North Sea like bearded old men falling asleep in their pints.[2]

Dahl was the author of Advertising for Dummies (ISBN 978-0764553776), part of the popular ...for Dummies series.


Gary Dahl lived in the hills above Los Gatos, California. He owned another house in Milpitas, California. Dahl passed away in Oregon in 2015 at the age of 78, after suffering from several health problems. [3]


  1. ^ "The Latest Thing". Uncle John's Legendary Lost Bathroom Reader. Portable Press. p. 373. ISBN 1-879682-74-5. One night in 1975, an out-of-work advertising executive named Gary Dahl was hanging out in a bar listening to his friends complain about their pets. It gave him an idea for the perfect "pet": a rock.  |first1= missing |last1= in Editors list (help)
  2. ^ Bulwer-Lytton Awards
  3. ^