Wendy has a boyfriend. You’ve probably noticed; she brought him to meet the family, and he panicked when she mentioned they were having Gouda cheese with chicken. Made him think he’d severely underdressed, so he grabbed some flowers out of a convenient flower pot, handed them to Wendy’s Mom. Awkward; they were having a new Wendy’s Gouda chicken sandwich thing. Very informal. But also normal; in Wendy-land, nobody eats anything but Wendy’s sandwiches. Ever. This is, BTW, at least her second boyfriend that we know about; she used to date LDS actor Kirby Heyborne. I don’t know why they broke up; maybe because he was kinda cheap. But I don’t think she would have minded cheap. She only eats at Wendy’s, after all. (Though, in fact, she doesn’t. She’s never taken a bite from any Wendy’s sandwich in any commercial).
Still, Wendy has a life. She has friends she hangs out with. She has friends with boyfriend issues. She has office cubicle type job, and a nerdy co-worker who’s into her. And of course, that’s the point. She’s a nice, normal, girl-next-door kind of friendly person, who really really likes Wendy’s food. That’s how they’re selling her, and thereby selling sandwiches.
Wendy is actually Morgan Smith Goodwin, an actress from Alabama, now based in New York. She’s apparently done a lot of stage work, but only two short films. Mostly, she just plays Wendy, the red-haired girl in the Wendy’s commercials. And that, actually, has made her kind of famous. She also did a webseries called Just Us Girls, in which she’s one of a group of socially awkward computer nerd girls.
But Wendy, man, that’s a boss gig. I have no idea how much she’s paid, but it has to be pretty substantial. And it’s become her career. My guess is that her contract with Wendy’s prohibits her playing, you know, the perp’s ex-wife on CSI or something. She’s Wendy, for at least the foreseeable future. (And for the rest of her life, she can’t ever ever ever tell anyone that she actually prefers Burger King. Or that she’s vegan).
This thing, creating fictional characters for a series of commercials, is nothing new. Gordon Jump, a fine LDS actor, played the Maytag Repairman for years. Dick Wilson,played grocery store manager Mr. Whipple for twenty-one years, relentlessly scolding women not to squeeze the Charmin. Remember Joe Isuzu, from all those Isuzu ads? Played by David Leisure, who parlayed his gift for playing smarmy creeps into a long sit-com career.
But that’s part of what’s new today. Gordon Jump was better known as the station manager on WKRP in Cincinatti. Dick Wilson was a regular on Bewitched, and David Leisure, of course, was on a number of popular shows. Today, though, the trend is to hire an unknown actress, and let her build a character. (They’re not all female characters, I suppose; AT&T’s doing a new series with a couple of computer network installers, one of them incurably romantic. But mostly, these commercial characters are women). The newest is Lily Adams, a hyper-competent AT&T saleswoman. She’s played by actress Milana Vayntrub, who is, turns out, from Uzbekistan. She’s a hoot; I love this short film she wrote, directed, and starred in, about an actress who has built an entire career out of playing dead people.
Of course, the superstar of all commercial actresses today has to be Stephanie Courtney, who has played Flo in over fifty of those Progressive Insurance ads. Courtney’s from upstate New York, moved into the city and went to acting school, spent years pounding the pavement trying to get acting gigs, then moved over to standup. Here’s her act. Then she landed Flo. She’s been Flo for six years now. I think a lot of Flo’s appeal is that she’s so relentlessly upbeat about selling car insurance. Lately, though, Flo’s gone kind of post-modern, moving out of that relentlessly white futurist office and into settings inspired by film noir, romantic comedies, or biker movies. It gets weird, though. Surf the ‘net for Flo, and you’ll find all sorts of strange things, like a line of sexy Flo-style Halloween costumes. (“Is Flo hot?” is apparently quite a popular internet meme).
But the worst of it is that Flo is now the face of Progressive Insurance. And when Progressive refused to pay a claim, Flo’s avatar was used to defend the company. I have to think that would be awkward, to have a company use your image and likeness to defend itself against malfeasance they committed. Obviously, none of this is the fault of Stephanie Courtney, who is simply an actress playing a character. But note that Flo’s entire pitch is about the affordability of Progressive Insurance. It’s obviously not her fault if the company turns out to be dodgy. But it must feel . . . unsettling.
I have an actress friend who has become the public spokesperson for a product line. In her case, the product is poo pourri. The commercials are remarkably funny, and I couldn’t be happier for her. Still, it is poo pourri.
My point is this. These actors are interesting people, talented people. I think it’s awesome that they’re making a living in this incredibly difficult profession. But there’s also a downside. I don’t think playing Lily or Wendy or Flo is likely to lead to much else, in part for contractual reasons. I suppose Morgan Smith Goodwin might parlay Wendy into a TV series or rom-com or, more likely, a quirky indie film. But she’s been Wendy for three years and it hasn’t happened yet. And Stephanie Courtney has to sit there and watch Flo, her character, (or at least an avatar of it) defend a sleazy insurance company. Flo’s not to blame for Progressive’s misdeeds (and their misdeeds were confirmed in court), anymore than Wendy can be blamed for me getting fatter every time I mow down a Baconator. But those roles weren’t why they went into show biz.
And not every fan of Flo, Wendy or Lily is . . . benign. Researching this, I stumbled into some insanely creepy websites and chat rooms, with literally hundreds of posts, all from guys, that I felt like I had to take a shower after reading. Incredibly disgusting, in that human-cockroach sort of way only the Internet brings to the surface. For all of them, for Wendy (or Red, as she’s generally known), and Flo, and Lily. I don’t know what kind of security these actresses receive, but I hope it’s considerable. Weird, but lucrative sub-set of acting gigs, then, with considerable downside and a scary fan base. And this profession is tough enough that I hardly know a single actor who wouldn’t jump to be the next Flo. Hardly one.