AD MAN THRILLS IN DIVERSITY.

Byline: VICTORIA GIRAUD

Diversity is a lifestyle philosophy for Santa Clarita ad agency owner Dan Long. He demands it in his business, and he's accomplished it in his life.

``I've always gone and done what I wanted,'' Dan reflected in a recent interview.

Dan pursued his dreams. When some didn't work out, or he felt it was time to move on, he did. He's studied architecture, aeronautical engineering and art. He's a qualified pilot and was a Navy Seal during the Vietnam War. And he's been in the advertising field for more than 20 years.

The Grove City, Ohio, native started off at Ohio State University studying architecture. Before his freshman year was over he was bored and decided to travel to California with a good friend.

Because the two friends were eligible for military service - these were the Vietnam years - they made a pact that, ``If one got drafted the other would enlist,'' Dan recalled. When his friend enlisted in the Navy after being drafted, Dan joined, was accepted as a Seal and served in Vietnam. The underwater exploration he experienced was a childhood dream fostered by the TV show, ``Sea Hunt'' and his toy frogman.

After his Navy discharge, Dan decided to go back to college and study aeronautical engineering, but the slump in the aerospace industry discouraged him. Because he had a talent for illustration and design, he decided to attend Art Center College of Design in Pasadena. Since 90 percent of automobile and other transportation designers attend the school, Dan was inspired to do the same thing.

``I wanted to design Ferraris, but I decided I'd probably end up designing bumpers for Edsels,'' Dan joked. He then ``became enamored with people who could paint.''

His illustrating talent garnered him a spot in a special post-graduate program in Connecticut, where he had the opportunity to study with the six top illustrators in the world at that time. The program would also give him a chance to work for the big ad agencies in New York. Dan had some wonderful opportunities, highlighted by the plum assignments of designing the covers for Sports Illustrated and American Artist.

The American Artist cover depicted the featured artist as half businessman, clutching an attache case, and half painter, holding an artist's palette. The Sports Illustrated cover was of a woman who had just completed a cross-country motorcycle trip.

``I worked in New York for a number of years, but I missed California,'' Dan said. Living in Connecticut and taking the train into New York City was driving him ``stir crazy. I was bored. In California I don't know what I do, but I'm never bored.''

Even though he thought he might lose a lot of clients, Dan moved back West and gradually established himself here. As a free-lancer, he created the Spruce Goose/Queen Mary ad campaigns in the early 1980s, which won the Belding Award for the best Outdoor and Trade ads. ``The Goose is Loose,'' and ``81,000 tons of fun'' were two of the memorable slogans from that campaign.

Dan and his wife first settled in Santa Monica, but when their second child was due they started looking for ``a place for them to get out and roam,'' as Dan had done growing up in Ohio. They've lived in Santa Clarita now for 11 years.

Dan's enthusiasm for variety applies to his leisure time. His son and daughter are actively involved in roller hockey, and when Dan's friend suggested the men join an adult league, Dan - who had no experience - jumped right in. Although only one member of Dan's team, the Eagles, had any experience, ``We'll probably make the playoffs.'' The Longs are so involved in the sport that Dan said they attend three to four games a weekend.

For years, Dan had been a free-lancer for other advertising agencies until a client suggested he start his own business. He took the advice and about five years ago established Long Advertising in Valencia. ``Why spend three hours on the freeway?'' he said.

Dan's very much the center of his 10-man office, doing most of the illustration and copy-writing. True to his desire for diversity, his clients range from entertainment and corporate clients such as Disney and Paramount to bicycle products and financial institutions. ``It keeps us fresh, creative and interested,'' he said.

Currently the emphasis is on creating the ads for TV Guide and People magazine for the special 30th anniversary tribute to TV's ``Star Trek,'' which will be televised Oct. 6. It's planned as a mega fund-raising event with lots of stars and with proceeds slated for the American Ocean Campaign, Cities in Schools and the Robert F. Kennedy Memorial Center for Human Rights.

Dan's agency is in the midst of the creative process for the ``Star Trek'' event. ``How do you capture 30 years with a single image when they've had four different captains?'' Yet he is confident that in the end he will present his client with ``a ton of ideas.''

In reflecting on his career, Dan said, ``For a long time I was lost in Vietnam. Things seemed to be lacking challenge. This business is one of the few ongoing processes that just gets better and better. Twenty years later, it's still exciting.''