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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."
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