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Shadoe as Fred Rated In the 1980's, his company was retained to devise a television advertising strategy and campaign for a 14 store electronics chain known as the Federated Group. He created and played a character named Fred Rated in a series of commercials that were a mix of Saturday Night Live and Monty Python. Over a period of six years, he and a small team of artists: Chris Culverhouse, Chuck Cirino, Michael Hill, Dave Nichols, and Ed Freeman, created over 1,200 different commercials. After the first weekend of the campaign, sales increased 500%. In four years, the group grew from 14 local stores to 78 superstores in 5 states. The success of the Federated advertising campaign was extraordinary. It was the first regional advertising campaign ever to have received a 2 page spread in Time magazine.
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