When you think of iconic commercial mascots, a few names always pop up. Ronald McDonald, Tony the Tiger and Domino’s Pizza’s The Noid are some of the best known. However, there is one that surpasses them all in success. He is the only one to make the leap from advertising to feature film. Ronald may have had some animated direct-to-video adventures, but he never made it to the big screen. This character is none other than Ernest P. Worrell. Ernest was a pop culture juggernaut in the 80s and 90s. Ernest started out in commercials and went on to star in five theater films, four straight-to-video movies, several straight-to-video specials, and an Emmy-winning children’s show.
How did this happen? Why did Ernest enjoy this kind of success when others couldn’t? There are many factors for this, but the main one is the man behind the vest. Jim Varney portrayed the Ernest character and is why he became so loved. Here’s how Jim went from advertising clown to pop culture icon.
Jim Varney Pre-Ernest
Born in Kentucky, Varney fell in love with the theater at an early age. He had a knack for it as he was performing professionally at the age of 17. While Varney’s most famous stereotype is a bumbling fool with a heart of gold, Varney is a Shakespeare-trained actor. Jim had a talent for performing and an even greater talent for making others laugh.
Varney was known as a human cartoon. He was able to distort his face and change his voice in a way that was guaranteed to make his peers laugh. Varney began to make a name for himself on the theater circuit. He was a mainstay at a local Kentucky theater and eventually made the jump to the small screen. Most of his early television appearances were minor characters on shows such as: Operation Petticoat. Although his roles were small, he left an impact on audiences. These early works allowed Jim to stretch his acting fever, be dramatic and empathetic one minute, and leave audiences laughing the next.
Varney was also a successful stand-up comedian. His trademark in his act was his different characters. As mentioned before, he was able to turn into another person in front of the public eye, which is what he became known for. Audiences loved seeing Varney’s various characters, each with their own backstory. Many of these characters would be reworked into characters in his various Ernest projects.
Varney made a small dent in the entertainment world, but he didn’t achieve the success he’d hoped for, at least not until he met John Cherry, a Tennessee advertising executive. Varney’s first character for Cherry’s company was called Sgt. Glory, a no-nonsense drill instructor who promoted Purity Dairy’s products. These commercials proved successful for both Varney and the advertising company Carden and Cherry. Finally, Carden and Cherry were commissioned to create an ad promoting the Dallas Cowboy Cheerleaders at an amusement park in Kentucky. Sergeant Glory wasn’t right for the place, so another character had to be created. This was the birth of Ernest P. Worrell and history was quickly made.
The Serious Years
Initially, Ernest was used to promote local products in Nashville and the surrounding areas. It wasn’t long before companies approached Carden and Cherry to use Ernest to promote their products. Ernest has appeared on television in states such as Tennessee, Virginia, Ohio, Maine and North Carolina. He promoted various goods and services such as restaurant chains, television stations, heating companies and food products. In short, if it could be promoted, Ernest probably promoted it.
All of Ernest’s ads followed the same formula. Ernest would talk to his easily irritated and quiet neighbor, Vern. The audience played the part of Vern, as Varney spoke directly into the camera when talking to him. Ernest promoted any product that was the center of the ad, and the annoyed Vern usually sent Ernest in a humorous, Tex Avery-esque way, like closing a window on his fingers or pushing him off a ladder. The character would soon gain national attention when the Coca-Cola company contracted him to promote their products across the country. At the height of his popularity, Carden and Cherry decided to take a chance on the character. In 1987, Ernest went to the movies.
Ernest goes to camp brought the character to the big screen. The film was a success and Ernest’s train was moving forward at full speed. From here, a Saturday morning children’s series was green-lit. Hey Vern, it’s Ernest! ran for one season in 1988. The series was presented as a sketch show, with each sketch revolving around a single topic, such as pets, magic, or scary things. Though short-lived, the series earned Jim Varney an Emmy and propelled the character even further. As the years went on, more movies were made. Ernest saves Christmas and Ernest scared stupid (which celebrated its 30th anniversary last year) both are still widely watched around the Christmas and Halloween seasons today.
The films gradually began to decline in terms of success, and the fifth film, Ernest is driving again, was the last to be released in theaters. This didn’t stop the character, as he enjoyed four more movies in the straight-to-video market. He also had some success in non-Ernest roles during this time. Especially as Jed on the big screen adaptation of the classic show the Beverly Hillbillies. The last Ernest movie, Ernest in the army was the last. The movie was released in 1998 and Jim Varney sadly passed away in 2000. Before his death, Varney wanted to take on more dramatic roles, and he managed to play several of them. Despite his desire to take on more serious roles, he loved Ernest, and it’s unlikely he would ever have fully retired.
Worrell’s Legacy
Today, the Ernest character is not as well known as he once was. However, if you were to ask a group of ten people, at least one of them would probably know the character. As mentioned, some of his movies can still be seen around the holidays. Many fans grew up with the character who passed that love on to their children, who will then pass it on to their children. Even those who have never heard of Ernest have been entertained by Varney without knowing it.
Aside from Ernest, one of his most famous roles is the voice of Slinky-Dog in the first two Toy Story movies. He was also the voice of Cookie in Atlantis: the lost realm released a year after his death. A documentary about Varney’s life is coming soon. The project was successfully funded through Kickstarter, showing that the love for Jim is still strong. For those unfamiliar with Varney’s work, they owe it to themselves to check out some of his work. Maybe even a new fan will come out, Knowhutimean?