Joe was not only known for his funny commercials, but he was also known for his outrageous behaviour
when dealing with advertising agencies. He would listen to an agency's ideas for the commercial, then ignore their suggestions
completely and write his own commercial. He demanded all the money up front for the production of the commercial - and whether the client
liked the final product or not, he kept the money. Joe definitely knew what it was all about it! Although he wasn't what you would call
a "household" name, he was a very hot property to advertising agencies throughout the
eighties and nineties. If the commercial was outrageous (and made you laugh) the chances were very good that Joe Sedelmaier created it. In Canada, he produced the
commercials for Fibreglass Canada which featured dozens of people gathered at a friend's home and crammed into a miniature swimming pool. Over the years,
there have been many attempts to copy the Sedelmaier style, but every attempt pales in comparison to what Sedelmaier did.
"Quick The Elmer's Glue" - Elmer's Glue
Then, there was this little gem for Elmer's Glue.
This billboard was one of the ads that compelled many ad copywriters to get into the advertising game.
It was created by Oscar Ross in 1971 who worked at
Goodis, Goldberg, Soren
in Toronto. (...and many thanks to Oscar for
contacting us and and helping us get the details right!).
The billboard won a Canadian Outdoor Advertising 'Grand' prize...a Marketing
Magazine Annual Award...later picked by Marketing Mag. as one
of Canada's Ten Best Campaigns in 25 years... a New York Art
Director's Award...an International Outdoor Paper Board Award and...in 1983
was the first recipient of the then new annual Mediacom Inc, Hall of Fame
Of course, this is only one of the
great billboards over the years. There are many others, like the one for Kleenex at Christmas time. It showed a box of Kleenex with a big
bow around it. The headline: Sneezin's Greetin's. They just don't make ads like that anymore!
"The Absolut Campaign" - Absolut Vodka
Selling vodka to the masses is like selling
refrigerators to eskimos. What can you say about the stuff? It's colorless, odorless and there's no taste. Basically it's aquavit
and basically it comes down to selling the package which in Absolut's case is a frosty crystal clear decanter with a calligraphy of the
ingredients. Absolut's agency decided to use a play on words and although puns are generally frowned upon in the ad game -- the
campaign worked! It ran for over 20 years and there aren't a lot of people who don't remember at least one or two of the ads. Most
critics agree that the Absolut vodka campaign
was absolutely brilliant.
"Spicy Meatball" Commercial" - Alka Seltzer
Doyle Dane Bernbach continued to make advertising history with its campaigns for Alka Seltzer. The campaign
started with the stomach montage -- a series of shots of people's stomachs. At the end of the commercial, the line: "No matter what shape your
stomach is in, when it gets out of shape, take Alka Seltzer". A second
commercial featured a man and his stomach arguing over the spiciness of his food. A third commercial featured a waiter at a greasy spoon diner
urging a hapless diner to "Try it. You'll like it!" Then, there was the groom for whom his new wife had prepared a monster meatball. He sat at the
table and moaned: "I can't believe I ate the whole thing!" Finally, Doyle Dane
Bernbach casted Jack Somach as a patron at "Magadini's Spicy Meatballs". He was required to say to the camera: "Momma, mia, that's a
-- however he kept blowing the line and eventually after consuming so many meatballs, he was forced to take an Alka Seltzer.
Doyle Dane Bernbach's brilliant campaign put Alka Seltzer and their agency in the Hall of Fame.
"Plop, plop, fizz, fixz. Oh what a great relief to boring TV advertising it was."
"Energizer Bunny" -- Eveready Batteries
The Eveready Battery Company had one thing to say about their batteries and one thing alone: they outlast every
other battery.In response, Chiat/Day Advertising developed the "Energizer Bunny".
In parodies and spoofs, the Energizer bunny drummed his way through mock ads for soap, soda, pork rinds, shoes and all kinds of movies, including westerns (like
the sample we have attached here). By the time he had
drummed his way into a Wile E. Coyote cartoon, he had leapt into the hearts and minds of consumers. The bunny became a cultural icon, a
symbol of stubborn persistence, endurance and longevity.
"Makes Beef Sing"- Bovril
Up in Canada, the weather may be frightful,
but the ads are so delightful.
The Canadians threw their hat in the ring with the "makes beef sing"
campaign. The original commercial featured a few bulls in a corral who suddenly broke
into song, to be followed by a sequel which showed the
bulls on friendlier terms with the cowboys as they all gathered round the
the campfire and struck up a chorus. The idea was that Bovril enhanced the flavour of beef and
subsequently the bovine beasts gathered round the campfire with the cowboys and
broke into song. A nutty idea, no doubt, but hey
you've got to have a few loose screws to work in the ad biz.