SHADOE-Best of Fred in less than 8 minutes

(NOTE: A better quality video of this will be uploaded as soon as possible).
In the 1980's, Shadoe Stevens was retained to devise an advertising strategy and branding 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.

Fred Rated's huge exposure resulted in Shadoe's invitation to join Hollywood Squares in 1987 and to host American Top 40 the next year.

Category:

Entertainment

Tags:

• shadoe
• shadow
• shadoe stevens
• fred rated
• federated
• tv commercials
• tv ads
• tv campaigns
• funny tv
• funny commercials

[shadoestevens]

Not that I can remember...but can a brain be trusted? I did ads for a car dealership in San Francisco that were quite amusing in the early 80s. The "I'm in distress, baby" was from Federated. Thanks for the enthusiasm and your incredible taste.

[shadoestevens]

Thanks. It's my favorite line too. Along with "you can change the future by changing now" and all of the introduction to "The History of the World"

[shadoestevens]

Thanks for the note. I do remember Valerie but have no idea where she is. I've spoken to Keith, who is in Las Vegas, but haven't spoken to her since I left in 1987.

[txmgarygygax]

Totally looked forward to these commercials as a kid. Great 80's nostalgia. How big was your production crew? And how often did you shoot these? Thanks.

[shadoestevens]

It was like a Monty Python group...a crew of six who did everything and shot five or six new commercials a week for six years...more than 1,100 different spots...no commercial ever ran more than ten days. Thanks for the note.

[radiorob1]

Mr. Stevens, you are one of my idols, and have the most admiration for everything you have done; working in LA radio, and hanging with the boss jocks. The Federated commercials were totally bitchin' . I bought my Atari there. If you ever want a friend for life, let me know, I would love to hear your stories about working at KHJ.

[shadoestevens]

Friend for life, thanks...I appreciate your note and salute your keen sense of taste and unspeakably high IQ.

[cardplayer07]

where's the mariachi one? I'm looking and can't find it. Please upload it. Gracias.

[LordSnow69]

Didn't you also do some car insurance ads in the DFW area in the late 80s, I seem to recall a caveman sequence, where Shadoe invented the wheel, thus the need for insurance.. and a knight in shining armor vignette where the woman said "I'm in distress baby." so dry it was like 18 day old bread. I loved all your characters, especially the boardroom scene and who would believe that in those days we paid nearly $5 for a blank VHS tape!!! lol I wish you'd make an Internet comeback, and bank big!

[jekel1]

Many great memories with this vid! Awesome commercials and a great character and person! Doesn't get this good on TV anymore!

[carlswitzerfan]

Rest in peace The Federated group and it's characters Fred and Frieda Rated! -Gone but not forgotten!!! Thank you for the great memories Shadoe!!

[carlswitzerfan]

Heck, I even remember walking into Federated just to gawk at the new technology of the time! Memories memories!!

[carlswitzerfan]

Damn I'm old!!! Damn how time flies!!! Shadoe, I remember seeing you in all of these commercials back when they were brand new!!! Damn you were GREAT!!!

[shstrang98]

@shadoestevens Weren't you on Scott Shannon's Pirate Radio in LA?

[TheIntruders]

Cocaine's a hell of a drug.

[centexboiz]

Loved these commercials in our podunk little Texas town. My brothers and I would drive our parents crazy with the Fred laugh and my sisters were in love with Shadoe. The guy is a genius!!!