"A sweet little lady asking 'Where's the beef?', fighting for the rights of elderly people. It was amazing! People would say "Are you looking for your next Clara Peller?" I never looked for the first Clara Peller. She was just there!"

    About This Interview

    In his three-hour interview, Joe Sedelmaier discusses his early years working as an art director at several advertising agencies including Young & Rubicam and J. Walter Thompson. He talks about his difficulties in breaking the mold in television commercials, from the content, to the camerawork, to the insistence he felt agencies had on sticking to the storyboard and not discovering things on set. He recalls creating his own company to produce commercials and his interest in working with the smaller agencies who were less rigid in their thinking. Sedelmaier addresses the animosity that existed toward using humor in television advertising and how he embraced it as his sole "genre" in creating commercials. He describes his approach to humor, casting his commercials with "real" people, and the importance he felt in having control over every aspect of production. He outlines how his insistence on complete creative control wasn't tolerated in Hollywood when he was hired to direct the feature film Easy Money. He recalls his most well-known advertising campaign, the "Where's the Beef?" spots for Wendy's, which made a star out of octogenarian Clara Peller. He talks about some of his other commercials for Wendy's including the celebrated "Russian Fashion Show" commercial which featured a portly runway model sporting the same gray frock to illustrate daywear, eveningwear, and swimwear attire, and the "Parts is Parts" commercial featuring a Southern-accented fast food counter employee explaining processed chicken to a customer. Sedelmaier speaks of other well-known ads he created, including his 1974 Southern Airways ad (which "put him on the map") that showed a passenger discovering a frighteningly somber coach section, as well as ads for Federal Express (featuring fast-talking man John Moschitta) and Valvoline ("Motor Oil is Motor Oil"). Karen Herman conducted the interview on April 7, 2006 in Chicago, IL.

    All views expressed by interviewees are theirs alone and not necessarily those of the Television Academy.
    People Talking About ...
    Thumbnail of Joe Sedelmaier

    Joe Sedelmaier on Wendy's "Where's the Beef?" campaign with Clara Peller

    07:30
    Thumbnail of Joe Sedelmaier

    Joe Sedelmaier on Wendy's "Russian Fashion Show" commercials 

    05:34
    Thumbnail of Joe Sedelmaier

    Joe Sedelmaier on his famous, fast-talking Federal Express series of commercials 

    09:57
    Thumbnail of Joe Sedelmaier

    Joe Sedelmaier on creating Mr. Coffee commercials 

    01:19
    Thumbnail of Joe Sedelmaier

    Joe Sedelmaier on his style

    01:37
    Play Full Interview

    Chapter 1

    On his early life and influences; on wanting to be a cartoonist; on being interested in film and getting into advertising

    11:56

    On his early memories of television; on working for Young & Rubicam, Clinton Frank, and Leo Burnett

    14:10

    Chapter 2

    On the state of television advertising in the '60s; on incorporating more subtlety into television advertisements; on starting his own advertising agency

    15:36

    On the early days of his advertising agency; on his early clients

    13:08

    Chapter 3

    On Southern Airways putting his agency on the map; on gaining creative control over his advertisements

    12:49

    On his preference to use film in his advertisements; on his Alaska Airlines commercials; on his Federal Express commercials 

    15:22

    Chapter 4

    On his famous, fast-talking Federal Express series of commercials 

    09:57

    On discovering Clara Peller, Wendy's "Where's the Beef?" lady; on Wendy's "Where's the Beef?" campaign with Clara Peller

    12:42

    On Wendy's "Russian Fashion Show" commercials 

    05:34

    Chapter 5

    On various Wendy's commercials; on structuring his commercial rates and dealing with the heads of companies; on various Federal Express commercials

    12:53

    On foreign commercials he created; on creating commercials for Mr. Coffee and Jartran; on creating commercials for Eyewitness News and Valvoline

    15:44

    Chapter 6

    On creating commercials for Texaco Super Unleaded and the process of casting commercials; on then-current projects

    07:57

    On considering directing feature films; on the then-current state of advertising; on his style

    09:19

    On market research; on gauging the success of an ad; on his son; on advice to aspiring advertising professionals, his greatest career achievements, and how he'd like to be remembered

    09:47

    Advertising and Sponsorship

    Joe Sedelmaier on becoming interested in film and getting into advertising

    05:29

    Joe Sedelmaier on working for Young & Rubicam, Clinton Frank, and Leo Burnett

    13:01

    Joe Sedelmaier on the state of television advertising in the '60s

    03:55

    Joe Sedelmaier on incorporating more subtlety into television advertisements 

    06:14

    Joe Sedelmaier on starting his own advertising agency

    05:27

    Joe Sedelmaier on the early days of his advertising agency

    06:19

    Joe Sedelmaier on his early clients

    06:49

    Joe Sedelmaier on Southern Airways putting his agency on the map

    04:36

    Joe Sedelmaier on gaining creative control over his advertisements 

    03:53

    Joe Sedelmaier on buying out his partner and taking control

    04:20

    Joe Sedelmaier on turning down clients and his affinity for comedic commercials

    05:39

    Joe Sedelmaier on his preference to use film in his advertisements 

    02:31

    Joe Sedelmaier on his Alaska Airlines commercials

    03:31

    Joe Sedelmaier on his Federal Express commercials 

    03:41

    Joe Sedelmaier on his famous, fast-talking Federal Express series of commercials 

    09:57

    Joe Sedelmaier on discovering Clara Peller, Wendy's "Where's the Beef?" lady

    05:12

    Joe Sedelmaier on Wendy's "Where's the Beef?" campaign with Clara Peller

    07:30

    Joe Sedelmaier on Wendy's "Russian Fashion Show" commercials 

    05:34

    Joe Sedelmaier on Wendy's "Russian Fashion Show" commercial 

    04:26

    Joe Sedelmaier on Wendy's "Parts is Parts" commercial

    02:07

    Joe Sedelmaier on the effect his ads had on Wendy's

    02:01

    Joe Sedelmaier on structuring his commercial rates and dealing with the heads of the companies

    02:25

    Joe Sedelmaier on Federal Express commercials he created

    01:54

    Joe Sedelmaier on foreign commercials he created

    06:07

    Joe Sedelmaier on creating Mr. Coffee commercials 

    01:19

    Joe Sedelmaier on his Jartran commercials 

    03:06

    Joe Sedelmaier on creating Eyewitness News commercials

    01:57

    Joe Sedelmaier on creating commercials for Valvoline 

    03:15

    Joe Sedelmaier on creating commercials for Texaco Super Unleaded and the process of casting commercials 

    05:04

    Joe Sedelmaier on creating commercials for AAMCO and HP

    01:35

    Joe Sedelmaier on the then-current state of advertising 

    01:32

    Joe Sedelmaier on his style

    01:37

    Joe Sedelmaier on market research 

    01:04

    Joe Sedelmaier on gauging the success of an ad

    02:24

    Joe Sedelmaier on advice to aspiring advertising professionals 

    04:05

    Joe Sedelmaier on his greatest career achievement and how he'd like to be remembered

    01:05

    Advice

    Joe Sedelmaier on advice to aspiring advertising professionals 

    04:05

    Television Industry

    Joe Sedelmaier on becoming interested in film and getting into advertising

    05:29

    Joe Sedelmaier on working for Young & Rubicam, Clinton Frank, and Leo Burnett

    13:01

    Joe Sedelmaier on the state of television advertising in the '60s

    03:55

    Joe Sedelmaier on incorporating more subtlety into television advertisements 

    06:14

    Joe Sedelmaier on starting his own advertising agency

    05:27

    Joe Sedelmaier on the early days of his advertising agency

    06:19

    Joe Sedelmaier on his early clients

    06:49

    Joe Sedelmaier on Southern Airways putting his agency on the map

    04:36

    Joe Sedelmaier on gaining creative control over his advertisements 

    03:53

    Joe Sedelmaier on buying out his partner and taking control

    04:20

    Joe Sedelmaier on turning down clients and his affinity for comedic commercials

    05:39

    Joe Sedelmaier on his preference to use film in his advertisements 

    02:31

    Joe Sedelmaier on his Alaska Airlines commercials

    03:31

    Joe Sedelmaier on his Federal Express commercials 

    03:41

    Joe Sedelmaier on his famous, fast-talking Federal Express series of commercials 

    09:57

    Joe Sedelmaier on discovering Clara Peller, Wendy's "Where's the Beef?" lady

    05:12

    Joe Sedelmaier on Wendy's "Where's the Beef?" campaign with Clara Peller

    07:30

    Joe Sedelmaier on Wendy's "Russian Fashion Show" commercials 

    05:34

    Joe Sedelmaier on Wendy's "Russian Fashion Show" commercial 

    04:26

    Joe Sedelmaier on Wendy's "Parts is Parts" commercial

    02:07

    Joe Sedelmaier on the effect his ads had on Wendy's

    02:01

    Joe Sedelmaier on structuring his commercial rates and dealing with the heads of the companies

    02:25

    Joe Sedelmaier on Federal Express commercials he created

    01:54

    Joe Sedelmaier on foreign commercials he created

    06:07

    Joe Sedelmaier on creating Mr. Coffee commercials 

    01:23

    Joe Sedelmaier on his Jartran commercials 

    03:06

    Joe Sedelmaier on creating Eyewitness News commercials

    01:57

    Joe Sedelmaier on creating commercials for Valvoline 

    03:15

    Joe Sedelmaier on creating commercials for Texaco Super Unleaded and the process of casting commercials 

    05:04

    Joe Sedelmaier on creating commercials for AAMCO and HP

    01:35

    Joe Sedelmaier on the then-current state of advertising 

    01:32

    Joe Sedelmaier on his style

    01:37

    Joe Sedelmaier on market research 

    01:04

    Joe Sedelmaier on gauging the success of an ad

    02:24

    Joe Sedelmaier on advice to aspiring advertising professionals 

    04:05

    Joe Sedelmaier on his greatest career achievement and how he'd like to be remembered

    01:05

    Advertising Executive

    Joe Sedelmaier on creating commercials for Texaco Super Unleaded and the process of casting commercials 

    05:04

    Joe Sedelmaier on his style

    01:37

    Joe Sedelmaier on advice to aspiring advertising professionals 

    04:05

    Executives

    Joe Sedelmaier on creating commercials for Texaco Super Unleaded and the process of casting commercials 

    05:04

    Joe Sedelmaier on his style

    01:37

    Joe Sedelmaier on advice to aspiring advertising professionals 

    04:05

    Commercials

    Joe Sedelmaier on the state of television advertising in the '60s

    03:55

    Joe Sedelmaier on incorporating more subtlety into television advertisements

    06:14

    Joe Sedelmaier on his Federal Express commercials

    03:41

    Joe Sedelmaier on his Alaska Airlines commercials

    03:31

    Joe Sedelmaier on his preference to use film in his advertisements

    02:31

    Joe Sedelmaier on turning down clients and his affinity for comedic commercials

    05:39

    Joe Sedelmaier on gaining creative control over his advertisements

    03:53

    Joe Sedelmaier on Southern Airways putting his TV commercial agency on the map

    04:36

    Joe Sedelmaier on Wendy's "Russian Fashion Show" commercials

    05:34

    Joe Sedelmaier on Wendy's "Where's the Beef?" campaign with Clara Peller

    13:04

    Joe Sedelmaier on discovering Clara Peller, Wendy's "Where's the Beef?" lady

    05:12

    Joe Sedelmaier on his famous, fast-talking Federal Express series of commercials

    09:57

    Joe Sedelmaier on creating commercials for Valvoline

    03:15

    Joe Sedelmaier on creating Eyewitness News commercials

    01:57

    Joe Sedelmaier on his Jartran commercials

    03:06

    Joe Sedelmaier on creating Mr. Coffee commercials

    01:19

    Joe Sedelmaier on foreign commercials he created

    06:07

    Joe Sedelmaier on Federal Express commercials he created

    01:54

    Joe Sedelmaier on structuring his commercial rates and dealing with the heads of the companies

    02:25

    Joe Sedelmaier on the effect his ads had on Wendy's

    02:01

    Joe Sedelmaier on Wendy's "Parts is Parts" commercial

    02:07

    Joe Sedelmaier on Wendy's "Russian Fashion Show" commercial

    04:26

    Joe Sedelmaier on the then-current state of advertising

    01:32

    Joe Sedelmaier on advice to aspiring advertising professionals

    04:05

    Joe Sedelmaier on creating commercials for AAMCO and HP

    01:35

    Joe Sedelmaier on creating commercials for Texaco Super Unleaded and the process of casting commercials

    05:04

    Clara Peller

    Joe Sedelmaier on discovering Clara Peller, Wendy's "Where's the Beef?" lady

    05:12

    Joe Sedelmaier on Wendy's "Where's the Beef?" campaign with Clara Peller

    07:30

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