Joe Sedelmaier
From Wikipedia, the free encyclopedia
Joe Sedelmaier (b. 1933) is a director and producer of television commercials working in the USA. He became unusually well-known in the 1980s as a result of directing a series of off-beat commercials.
His trademark style included the breakthrough use of non-professionals. Called ‘ugly' by those conditioned to commercials mostly populated by beautiful or ‘plastic' actors, they were actually the everyday people you saw in the malls, the subways, and the airports—Clara Peller, of the famous "Where's the beef?" commercial being a prime example.
He is the father of J. J. Sedelmaier, the famous animator.
[edit] Quotes from articles
- As TV commercials crowded and cluttered the programing environment, agencies sought "breakthrough techniques," creative ways to stop viewers in their tracks and engage them during commercial breaks. Enter Joe Sedelmaier. A successful Y&R and JWT art director-producer who opened a film production studio in 1967, he developed clutter-cracking commercials that featured the most unlikely, off-beat, one-of-a-kind non-actors and broke new ground. Sedelmaier's zaniness was evident in his work for Wendy's, ("Where's the beef?") and Federal Express ("Fast talker"), creating public and industry cutting-edge "buzz." — From Advertising Age's list of the top 100 players whose impact helped shape the course of advertising history
- Sedelmaier (pronounced SAID-el-meyer) is recognized as the director of some of television’s best known, and most honored commercials through humorous spots like Fed Ex’s “Fast Talking Man and Wendy’s “Where’s the Beef”. Beginning in the 1970's, Sedelmaier a former art director at J. Walter Thompson and Young & Rubicam, gained notice for fundamentally changing the way television spots were cast and filmed. He replaced the actors who seemed too plastic, too perfect mannequins with offbeat people like Clara Peller. He directed them in a manner—doing for television what directors like Preston Sturges did for Hollywood comedies. — Stuart Elliott , New York Times 4/ 25/92
- He took advertising to another level in terms of entertainment. He became a recognizable name —almost a brand.....everyday people knew of him! He was on the cover of Esquire (“When You Absolutely Want the Best”–August 1983), Ed Bradley interviewed him for a segment on 60 minutes –9/16/84). He was on Larry King (11/29/85).... He was featured in Newsweek (“It’s a Sedelmaier” –12/1/86) and Fortune (“The Ad Game’s Buster Keaton”–6/13/83). That was and continues to be really unheard of. — Marsie Wallach, Producer
- Why would a magazine like Esquire give up its front cover to someone who directs TV commercials?
Whoever heard of a stuffy magazine like Fortune devoting valuable pages to the same director? And what has he done to deserve a two page story in Newsweek or the extensive reports on his work by the major network shows 60 Minutes, Good Morning America, Today, Entertainment Tonight and 48 Hours? The reason for this extraordinary media attention is easy to understand when you see the work of the director Joe Sedelmaier. It is characterized by strong, insightful ideas, handled with intelligence, humour and the use of real people rather than the wooden role models usually cast in TV commercials. This approach has helped him create numerous legendary advertising campaigns, including the 'Where's the Beef' spot for Wendy's and 'Fast Talking Man' for Federal Express, probably the most highly regarded single commercial of the last decade. Joe Sedelmaier has won more awards for his work than any other commercial director, including no less than 80 Clios, advertising's Oscars. The universal appeal of his style is evidenced in campaigns for clients in England, France, Italy and Germany as well as the United States. Given the content of most television commercials, it is not surprising that most commercial directors deserve their anonymity. The exception is Joe Sedelmaier...Tim Delaney, Creative Director Leagas Delaney London
