Joe Sedelmaier, Auteur Behind ‘Where’s the Beef?’ Ad, Dies at 92

Joe Sedelmaier, an award-winning director who oversaw an antic universe of television commercials — including the classic “Where’s the beef?” ad for Wendy’s — that featured average-looking nonactors deadpanning their way through weird situations, died on May 8 at his home in Chicago. He was 92.

His son J.J. confirmed the death.

Mr. Sedelmaier stuck to comedy for his nearly 1,000 commercials. “I don’t feel there’s that much to be serious about in a commercial,” he told The Chicago Tribune in 1993. “You’re serious about selling the guy’s product, but comedy has a way of putting things in perspective.”

He added, “What I find funny is when people play things straight. I don’t like comedy that winks at you.”

Article source: https://www.nytimes.com/2026/05/15/business/media/joe-sedelmaier-dead.html