Remembering Legendary Chicago Commercial Director Joe Sedelmaier
The Chicago advertising community is mourning the passing of a true visionary. Joe Sedelmaier, the commercial director responsible for some of the most popular TV ads ever, including Wendy’s “Where’s the Beef?” and FedEx’s “Fast Paced World” – also known as “Fast-Talking Man” – died earlier this month, on May 8, at his home in Chicago, at the age of 92.
His death was announced by his son J.J. Sedelmaier, who noted that his father died peacefully of natural causes.
Born in Orville, Ohio, Sedelmaier spent most of his life in Chicago, where, as his son J.J. notes, his “unique approach to casting, dialogue and framing as well as his philosophy – ‘You’ve got to entertain to sell’ – broke the mold in television advertising.”
Bringing a deadpan comedy style to commercials that sometimes featured non-actors delivering seemingly unpracticed, even stilted line-readings that contrasted with the slick ad patter typically adopted, Sedelmaier directed as many as 1,000 spots over the decades after launching his award-winning career in the 1970s.
His signature work came in the 1980s, first in 1981 with “Fast Paced World,” a Federal Express spot featuring the “fast-talking man” John Moschitta Jr., and then three years later with the Wendy’s fast-food chain spot “Where’s the Beef?” It starred octogenarian manicurist Clara Peller, who repeatedly barked the angry title question upon seeing a tiny burger at a McDonald’s-type restaurant. The commercial launched Peller into an unexpected superstardom and the question became a cultural catchphrase.
Let’s jump back in time and enjoy that iconic Wendy’s commercial…
In 1985, Sedelmaier again delivered a Wendy’s commercial that grabbed the culture’s attention: Titled “Soviet Fashion Show,” the spot parodied communist Russia’s drab conformity — and by extension, the same qualities in many fast-food chains — by featuring a plus-sized model dressed in the same boring, gray factory-worker garb regardless of whether the stoic, bulky military officer announces “Dayvear,” “Eveningvear,” or, finally, “Swimvear,” the latter distinguished only by the presence of a beach ball.
“His work helped redefine commercial storytelling, favoring real faces, authentic oddity, and sharply observed humor over polished perfection,” son J.J Sedelmaier writes.
Originally an aspiring cartoonist, Sedelmaier launched his ad career as an art director before pivoting to directing. He would go on to direct nearly 1,000 commercials, winning numerous awards. In 2000 he was inducted into the Art Directors Club of New York Hall of Fame and joined the American Advertising Federation Advertising Hall of Fame in 2016.
His short film OpenMinds was an official selection at the 2003 Sundance Film Festival and you can watch it right here…
In addition to his son J.J., Sedelmaier is survived by son Adam; daughter Rachel McElroy; six grandchildren; and three great-granddaughters.
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