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While attending University of Illinois in 1952, Joe Pedott co-founded Pedott & Peters Advertising in Chicago, writing hundreds of live television commercials before moving to San Francisco in 1958. He then founded Joseph Pedott Advertising & Marketing Inc., offering complete sourcing, sales, distribution, marketing and advertising services. Clients such as Gillette, Parker Pen and Vitamix were successful with Pedott's innovative retail promotions using television. Television advertising extended product longevity for clients such as Garden Claw, making it the No. 1 selling garden tool for 17 years. Pedott then established Joseph Enterprises Inc. in 1981 and – spurred by the power of television advertising – developed its own iconic brands such as the Chia Pet and The Clapper, holiday staples now for more than 30 years.