My 20 Favorite TV Commercial Characters of All Time

We all watch TV. And if you’re like me — someone who’s been obsessed with pop culture since birth — then you probably have a soft spot for TV commercials. Not necessarily for the products they’re selling (although a few have made me switch deodorants), but for the characters that pop up in those ads.

That’s what this list is all about. The 20 most memorable, most entertaining, funniest, weirdest, most iconic commercial spokespeople and pitch characters ever to grace our screens — at 30 seconds or less.

I couldn’t think of a snappier title for this collection, so here it is: My 20 Favorite TV Commercial Characters. Not jingles. Not slogans. Not animated mascots. These are flesh-and-blood actors (or, in some cases, characters so strong they feel like real people) who delivered their pitches so well, they became household names.

These characters have been burned into our brains, quoted endlessly, parodied to death, and in some cases, even outshined the actual TV shows they aired next to. We saw them so often they became part of our lives — part of the furniture, part of the culture — and we liked it.

Now look, there have been a lot of great commercial characters over the years, and narrowing it down to just 20 wasn’t easy. I’ve left out some big ones.

Just to be clear: I didn’t include animated characters or costumed mascots — so that means no Tony the Tiger, no Ronald McDonald, no Energizer Bunny, no Geico Gecko (as lovable as he is), no Speedy the Alka-Seltzer boy (who’s frankly terrifying), and definitely no Pillsbury Doughboy, who — let’s be honest — gets real annoying real fast.

Also, a quick sidebar shout-out to Progressive Insurance, which deserves its own wing in the Commercial Character Hall of Fame. Seriously, Progressive is the most consistently funny, well-written, well-cast ad campaign on TV.

Whether it’s Flo (played by the always-fantastic Stephanie Courtney), Jamie (the relentlessly chipper Jim Cashman), Dr. Rick (played to perfection by Bill Glass, helping people “not become their parents”), or my personal favorite — Mara, played with deadpan brilliance by Natalie Palamides — these characters are all great.

So great, in fact, that I gave Progressive their own little category here. They’re not in the final 20, but they are absolutely worth celebrating, and they deserve a special nod before the list kicks off.

So here we go — 20 commercial characters that left a permanent mark. No particular order, just a lot of love, and a fun commercial for each. From the ‘60s to now, from coffee to cars to cheeseburgers, these are the TV commercial icons who sold us stuff — and stole our hearts in the process.

My 20 Favorite TV Commercial Characters of All Time

1. The Old Spice Guy (Isaiah Mustafa)

Isaiah Mustafa exploded into our lives as "The Man Your Man Could Smell Like" in the incredibly popular and hilarious Old Spice commercials. A former football player turned actor, Mustafa starred in Shadowhunters and had a role in It: Chapter Two, but his legacy is forever tied to those brilliantly written, rapid-fire, fourth-wall-breaking Old Spice ads. His presence, comedic timing, and undeniable charisma helped reboot the brand in a way that felt fresh, modern, and laugh-out-loud funny. It remains one of the smartest ad campaigns of the 21st century.

2. The "Can You Hear Me Now?" Guy (Paul Marcarelli)

Paul Marcarelli was everywhere for a while. With his horn-rimmed glasses and that now-iconic catchphrase, he became the face of Verizon's nationwide campaign. What started as a role in a long-running theater troupe in NYC turned into a commercial gig that made him a household name. You couldn’t avoid him. Whether he was popping up in your living room during the Super Bowl or mid-episode of your favorite show, Paul and his phrase became synonymous with mobile reliability.

3. The "Are You in Good Hands?" Guy (Dennis Haysbert)

Dennis Haysbert has one of the best voices in the business. From his unforgettable turn as President Palmer on 24 to his work in Major League and Far from Heaven, he’s had a remarkable acting career. But he’s also carved out a massive niche as the deep-voiced, calming presence in Allstate Insurance commercials. That iconic line, "Are you in good hands?", delivered with gravitas and warmth, is advertising perfection.

4. The Most Interesting Man in the World (Jonathan Goldsmith)

Jonathan Goldsmith's portrayal of the Dos Equis pitchman became a cultural phenomenon. The Most Interesting Man in the World was suave, mysterious, hilarious, and instantly quotable. Goldsmith, who had been kicking around in the acting world since the '60s with appearances on Perry Mason, Bonanza, and more, finally became a megastar decades later thanks to this campaign.

5. The 7Up Guy (Geoffrey Holder)

Geoffrey Holder was an unforgettable presence—tall, elegant, with a deep, musical voice. Born in Trinidad, he had a stunning career across stage, film, and dance. He was a Bond villain in Live and Let Die, an eccentric fashion mogul in Boomerang, and a fixture in American culture. But his role as the 7Up spokesman, urging us to enjoy the "uncola," is iconic. Nobody made soda seem as cool, classy, or irresistible.

6. "Rich Corinthian Leather" (Ricardo Montalbán)

Ricardo Montalbán is a legend. Whether it’s as Mr. Roarke on Fantasy Island or as Khan in Star Trek II: The Wrath of Khan, his charm, sophistication, and intensity made him unforgettable. But his soothing voice and luxurious pronunciation of "Rich Corinthian Leather" in Chrysler Cordoba commercials gave him a whole new level of fame. The phrase itself entered the lexicon and has been parodied and referenced endlessly.

7. "Where's the Beef?" (Clara Peller)

Clara Peller was a Chicago-based manicurist in her 80s when she auditioned for a Wendy's commercial. What came next was cultural lightning in a bottle. That raspy, blunt delivery of "Where's the beef?" became the catchphrase of the decade. Clara appeared in other commercials, shows, even WrestleMania 2! For a hot minute in the '80s, she was one of the most recognizable women in America.

8. Mayhem (Dean Winters)

Dean Winters has had a great acting career with memorable roles on 30 Rock, Oz, and Brooklyn Nine-Nine, but his turn as Mayhem for Allstate Insurance has taken his popularity to a new level. His dry, twisted sense of humor and ability to portray all forms of disaster with a wink and a smirk made these commercials unforgettable. He’s chaos personified, and we love it.

9. Fred the Baker (Michael Vale)

Michael Vale, a veteran actor and WWII veteran, became a cultural fixture as Fred the Baker for Dunkin’ Donuts. "Time to make the donuts" became a universal reference to getting up early and grinding through the day. He played the character for over 15 years, and it became such a beloved part of the brand that Dunkin' gave him a formal retirement send-off.

10. "It’s Not Complicated" Guy (Beck Bennett)

Before his run on SNL, Beck Bennett made a splash in a series of AT&T commercials where he talked with kids and delivered hilarious reactions. His ability to riff with kids, staying deadpan while they rambled on with weird, adorable answers, was comedy gold. It was one of the few ad campaigns that felt improvisational and genuinely funny.

11. Joe Isuzu (David Leisure)

David Leisure nailed the smarmy, lying car salesman role in the Isuzu commercials. Joe Isuzu would boast absurd, impossible claims about the cars while on-screen text corrected him with the truth. The juxtaposition was hilarious and memorable. David Leisure went on to do Empty Nest and plenty of TV, but he'll always be remembered as the master of the exaggerated sales pitch.

12. Mr. Whipple (Dick Wilson)

Dick Wilson was a working character actor for years, showing up on Bewitched, McHale’s Navy, and The Bob Newhart Show. But he became a legend for scolding customers in grocery store aisles for squeezing the Charmin, only to do it himself. "Please don't squeeze the Charmin" became one of the most well-known ad slogans of all time.

13. Lily (Milana Vayntrub)

Milana Vayntrub brought charm, warmth, and wit to the AT&T commercials as Lily. A comedian and actress with improv roots and viral College Humor success, she gave those commercials personality and likability. She became so beloved that AT&T brought her back after a break. Beyond her commercial fame, she’s also had a strong presence in film and TV.

14. Josephine the Plumber (Jane Withers)

Jane Withers was a former child star with decades of film experience, but her turn as Josephine the Plumber in Comet commercials made her a '60s and '70s TV staple. Whether she was unclogging drains or touting the cleaning power of Comet, she brought energy and familiarity into households everywhere.

15. Madge (Jan Miner)

"You're soaking in it!" That classic line from Madge the manicurist helped Palmolive dominate the dish soap market for years. Jan Miner, a stage and radio vet, delivered warmth and wit in a role that became a household staple. She gave beauty tips while selling cleaning products and made it all feel very cozy.

16. Mother Nature (Dina Dietrich)

Dina Dietrich was a solid comedic actress who popped up in everything from All My Children to The Ropers, but she’s best known as the goddess who was duped by margarine. "It’s not nice to fool Mother Nature!" became a thunderous punchline in Chiffon margarine commercials. It was funny, weird, and effective—a perfect combo.

17. Dave Thomas (as Himself)

Dave Thomas never meant to be the face of Wendy’s, but he became one of the most endearing pitchmen in fast food history. The company founder brought heart and authenticity to every commercial, and his presence connected with customers in a big way. His pride in the company and his daughter Wendy made him one of the most beloved figures in advertising.

18. The Maytag Repairman (Jesse White)

Jesse White was a working actor who became iconic as the lonely Maytag repairman—a man so good at his job, he was never needed. He brought humor and pathos to the role and became synonymous with reliability. It was a long-running campaign and one of the most effective in history.

19. Colonel Sanders (as Himself)

Colonel Harland Sanders was more than a founder—he was a brand ambassador. With his white suit, bolo tie, and Southern charm, he became the face of KFC. He did cameos, appeared in skits, and even acted in ads with celebrities. His persona and image became permanently attached to the brand.

20. Little Mikey (John Gilchrist)

"He likes it! Hey, Mikey!" Little Mikey became one of the most famous child characters in advertising. The urban legend about his supposed death only added to the mystique (don't EVER eat Pop Rocks and drink Coke at the same time!!!), but John Gilchrist was very much alive, just living a normal life. He didn’t act much afterward, but he left an indelible mark as the kid who surprisingly enjoyed Life cereal.

Those are my favorites. Have I left great ones off the list? Let me know at nick@nickdigilio.com

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