Michael Vale (June 28, 1922 – December 24, 2005) was an
American
American(s) may refer to:
* American, something of, from, or related to the United States of America, commonly known as the "United States" or "America"
** Americans, citizens and nationals of the United States of America
** American ancestry, pe ...
character
actor
An actor or actress is a person who portrays a character in a performance. The actor performs "in the flesh" in the traditional medium of the theatre or in modern media such as film, radio, and television. The analogous Greek term is (), li ...
famous for being the longtime sleepy-eyed
mascot
A mascot is any human, animal, or object thought to bring luck, or anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name. Mascots are also used as fi ...
"
Fred the Baker
Fred the Baker was a popular advertising character portrayed by actor Michael Vale in commercials for Dunkin' Donuts from 1981 to 1997.
Campaign
Fred was best known for his catchphrase "Time to make the donuts!", and the commercial that introdu ...
" for
donut
A doughnut or donut () is a type of food made from leavened fried dough. It is popular in many countries and is prepared in various forms as a sweet snack that can be homemade or purchased in bakeries, supermarkets, food stalls, and fra ...
catchphrase
A catchphrase (alternatively spelled catch phrase) is a phrase or expression recognized by its repeated utterance. Such phrases often originate in popular culture and in the arts, and typically spread through word of mouth and a variety of mass ...
"Time to make the donuts." He was featured for 15 years until he retired in 1997, having done more than 1,300
television commercial
A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...
s. Vale also reprised the role for commercials for the short-lived Dunkin' Donuts Cereal. He died of complications from
diabetes
Diabetes, also known as diabetes mellitus, is a group of metabolic disorders characterized by a high blood sugar level ( hyperglycemia) over a prolonged period of time. Symptoms often include frequent urination, increased thirst and increased ...
at age 83 in
Manhattan
Manhattan (), known regionally as the City, is the most densely populated and geographically smallest of the five boroughs of New York City. The borough is also coextensive with New York County, one of the original counties of the U.S. state ...
at
New York-Presbyterian Hospital The NewYork-Presbyterian Hospital is a nonprofit academic medical center in New York City affiliated with two Ivy League medical schools, Cornell University and Columbia University. The hospital comprises seven distinct campuses located in the New ...
, and was cremated.
Personal life
Growing up in
Brooklyn, New York
Brooklyn () is a borough of New York City, coextensive with Kings County, in the U.S. state of New York. Kings County is the most populous county in the State of New York, and the second-most densely populated county in the United States, be ...
, Vale was dubbed "the actor" by his childhood friends because of his ability to imitate ballplayers and celebrities. After serving in the
U.S. Army Signal Corps
)
, colors = Orange and white
, colors_label = Corps colors
, march =
, mascot =
, equipment =
, equipment_label =
...
in Europe during
World War II
World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposing ...
, he studied at the
Dramatic Workshop Dramatic Workshop was the name of a drama and acting school associated with the New School for Social Research in New York City. It was launched in 1940 by German expatriate stage director Erwin Piscator. Among the faculty were Lee Strasberg and Ste ...
at
The New School
The New School is a private research university in New York City. It was founded in 1919 as The New School for Social Research with an original mission dedicated to academic freedom and intellectual inquiry and a home for progressive thinkers. ...
with classmates
Tony Curtis
Tony Curtis (born Bernard Schwartz; June 3, 1925September 29, 2010) was an American actor whose career spanned six decades, achieving the height of his popularity in the 1950s (Kansas Raiders, 1950) and early 1960s. He acted in more than 100 f ...
,
Ben Gazzara
Biagio Anthony Gazzara (August 28, 1930 – February 3, 2012) was an American actor and director of film, stage, and television. He received numerous accolades, including a Primetime Emmy Award and a Drama Desk Award, in addition to nominatio ...
One of his earliest appearances was in a summer stock production of
George Bernard Shaw
George Bernard Shaw (26 July 1856 – 2 November 1950), known at his insistence simply as Bernard Shaw, was an Irish playwright, critic, polemicist and political activist. His influence on Western theatre, culture and politics extended from ...
's '' Androcles and the Lion''. Vale later described his modest role: "I was thrown to the lions."
He was a longtime spokesman for
Kraft Foods
The second incarnation of Kraft Foods is an American food manufacturing and processing conglomerate, split from Kraft Foods Inc. in 2012 and headquartered in Chicago, Illinois. It became part of Kraft Heinz in 2015.
A merger with Heinz, arran ...
' Breakstone line of
cottage cheese
Cottage cheese is a curdled milk product with a mild flavor and a creamy, non-homogeneous, soupy texture. It is made from skimmed milk by draining the cheese, as opposed to pressing it to make cheese curd—retaining some of the whey and keep ...
and
sour cream
Sour cream (in North American English, Australian English and New Zealand English) or soured cream (British English) is a dairy product obtained by fermenting regular cream with certain kinds of lactic acid bacteria. The bacterial culture, ...
products, for whom he portrayed long-suffering dairy owner "Sam Breakstone". The focus on those commercials is Sam's dedication to quality, usually with Sam having a comedic "
eureka
Eureka (often abbreviated as E!, or Σ!) is an intergovernmental organisation for research and development funding and coordination. Eureka is an open platform for international cooperation in innovation. Organisations and companies applying th ...
" moment on how to make a better product.
Vale appeared in several television series, including ''
Car 54, Where Are You?
''Car 54, Where Are You?'' is an American sitcom that aired on NBC from September 1961 to April 1963. Filmed in black and white, the series starred Joe E. Ross as Gunther Toody and Fred Gwynne as Francis Muldoon, two mismatched New York City p ...
'' in the 1960s and ''
The Cosby Show
''The Cosby Show'' is an American television sitcom co-created by and starring Bill Cosby, which aired Thursday nights for eight seasons on NBC between September 20, 1984, until April 30, 1992. The show focuses on an upper middle-class Africa ...
'' in 1987. On the big screen, he was a cab driver in ''
A Hatful of Rain
''A Hatful of Rain'' is a 1957 American drama film about a young married man with a secret morphine addiction, based on a 1955 Broadway play of the same name.Marathon Man'' in 1976. The actor described working with British leading man Laurence Olivier in ''Marathon Man'' as "the most wonderful experience of my life."
Fred the Baker
Vale got the role of Dunkin' Donuts' Fred the Baker via a casting call. He was told that another actor was to be cast in the role of the baker, but was encouraged to come to the audition anyway in case he was needed as an extra. 300 actors participated in the casting call, including well-known character actor
Lou Jacobi
Lou Jacobi (born Louis Harold Jacobovitch; December 28, 1913October 23, 2009) was a Canadian character actor.
Life and early career
Jacobi was born Louis Harold Jacobovitch in Toronto, Canada, to Joseph and Fay Jacobovitch.
Jacobi began acting ...
. Ally & Gargano creative director Ron Berger said that Vale got the role because of his likeability and believability: "Michael was 100% believable. He looked and talked and walked and breathed like he was a guy who got up at 4 a.m... Lou was good. But when it came to the final decision, Michael was the donut maker. After watching 300 people as Fred, Michael still made us laugh."
The character was so well-liked by Dunkin' Donuts customers that when the character was retired as a result of moving the advertising account from ad agency Ally & Gargano to Euro RSCG, Dunkin' Donuts surveyed its customers on how to end the character. Euro decided to explicitly acknowledge the "retirement" of Fred the Baker with a campaign that included celebrity retirees such as Bob Dole,
Larry Bird
Larry Joe Bird (born December 7, 1956) is an American former professional basketball player, coach, and executive in the National Basketball Association (NBA). Nicknamed "the Hick from French Lick" and "Larry Legend", Bird is widely regarded a ...
, and
Sugar Ray Leonard
Ray Charles Leonard (born May 17, 1956), best known as "Sugar" Ray Leonard, is an American former professional boxer, motivational speaker, and occasional actor. Often regarded as one of the greatest boxers of all time, he competed professional ...
providing Fred with advice on his retirement.
On his death in 2005, Dunkin' Donuts released a statement, noting that Fred the Baker "became a beloved American icon that permeated our culture and touched millions with his sense of humor and humble nature."