The IBM Muppet Show

IBM. The Muppets. Two venerable institutions-but not ones we tend to associate with each other. Yet in the late 1960s, before most people had ever seen a computer in person or could identify a Muppet on sight, the two teamed up when IBM contracted with Jim Henson for a series of short films designed to help its sales staff. Little known today, these remain fresh, funny, and surprisingly irreverent. Henson would return to their gags and situations in his famous later works–and he plucked the Cookie Monster from one of them when assembling the Muppet cast for Sesame Street in 1969.

Whose idea was this unique collaboration? Well, Henson had already established himself in the advertising field. He was best known at the time for the Muppets’ guest skits on variety shows and Rowlf the Dog’s appearances on The Jimmy Dean Show. But he was busier making a wide array of commercials and longer sales films for regional and national products from Esskay Meats to Marathon Gasoline.

For its own part, IBM was keenly aware that its products–including computers, electric typewriters, and very early word processors–had to be explained to both the public and IBM’s own employees. So it formed its own advertising group, including a film and television division. An executive named David Lazer headed this division, overseeing the production of training and sales films.

Jim Henson and friends in the 1960s.

According to Henson archivist Karen Falk, the IBM films were produced between 1966 and 1976, but most of the only confirmed examples date to the 1960s, primarily 1967. Jim Henson was the primary puppeteer and director in these projects. Assisting were the Muppets Inc./Henson Inc. staffers: Frank Oz (later to play Miss Piggy, Cookie Monster, and others), writer Jerry Juhl (who co-wrote The Muppet Movie, worked on Fraggle Rock, and scripted classic Ernie and Bert sketches), and puppet builder Don Sahlin (whose credits included George Pal’s Time Machine), among others.

1967 was an interesting time for the team-up: two years before the Muppets’ national prominence would rise thanks to Sesame Street, and two years after the introduction of IBM’s Selectric typewriter, an electric device which was crucial in the transition from old Remington typewriters to the modern word processors which would soon make the Selectric look old-fashioned.

Short and Silly Films

The films Henson made for IBM fell into two basic classes. The first were short comedic “meeting films,” which acted as icebreakers or to signal breaks in long corporate, sales, and training meetings. The second category consisted of longer industrial films which explained IBM’s products, service, and approach. Though the industrials look like commercials, their purpose seems to have been to motivate IBM’s sales team and/or to serve as a primer to potential corporate clients.

The meeting films were comedy bits which could have fit right in on The Muppet Show (and in fact some would be reworked and repeated on the series). Muppet trademarks, such as characters eating each other or spontaneous explosions, were already in force, as seen in a clip with two businessmen arguing.

Another features an early version of Kermit the Frog, one of only two star Muppets at the time, attempting to deliver a long speech on sales success while intimidated by a gruesome monster.

The third spot, “Coffee Break Machine,” is a quintessential Muppet comedy skit (it was remade twice, for The Ed Sullivan Show and The Muppet Show). It’s also the first explicit link between the meeting films and IBM’s products. The premise is simple, as an elaborate talking computer device (voiced by Jim Henson) recites a laundry list of features and components  all to produce a single cup of coffee. A Muppet monster, instantly recognizable as a prototype of Cookie Monster (but scruffier and with prominent teeth), enters and devours the machine piece by piece. (The monster’s voraciousness would remain when Cookie showed up on Sesame Street, but a modified toothless puppet would be used instead.)

This entertaining short displays an ambivalent attitude towards technology, showing it as complicated, seemingly pointless, and likely to self-destruct. Not a message one would expect from IBM, but it shows that the company–despite its reputations as a pretty button-downed place–had a corporate ability to laugh at itself.

IBM Puts on the Dog

When it came to the actual selling of its technological products and services, IBM worked with Henson and crew to produce more sales-driven but still entertaining sales and industrial films. In an entertaining untitled ten-minute short, Rowlf the Dog (the other established star Muppet, thanks to his regular stint with Jimmy Dean) appears as a newly hired IBM salescanine, proudly writing a letter to his mother about his exploits. Rowlf displays an adeptness at the keyboard which would serve him well years later as The Muppet Show‘s resident pianist.

Over the course of the film (divided into parts, with typed out intertitles), Rowlf progresses from a standard typewriter to an electric IBM model to finally using a Selectric, complete with shots of the famous “golf ball” typing element, which he observes with keen interest. Comedic bits include Rowlf accidentally breaking a bottle of mimeograph ink , struggling with stairs, and a running gag where the typewriter carriage backs up and knocks over objects.


85 comments

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  1. John Baxter May 31, 2010 at 11:39 pm #

    Wonderful piece. Thanks for the memories. I was well beyond Sesame Street age (and no kids, who would have been about right), but was acquainted with Henson's work before and after.

    And my first computer printer was a modified Selectric.

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    • john January 28, 2012 at 6:48 pm #

      John, I don't think anyone is ever beyond Henson's muppets. flight simulator cockpit. They were and still are quite special.

  2. Linas June 1, 2010 at 6:21 am #

    My first i/o terminal was a Selectric — did IBM make these, or were these after-market modifications?

    • Robert December 26, 2011 at 7:25 pm #

      ^ I doubt IBM made these, unsure though.
      @the videos. This is gold, it's been so so long since I had last seen these. Brings back sweet memories & the nostalgia 🙂
      Guess I'll make a motivational posters on this & post it on my site so as to help others enjoy these vintage vids.

  3. Jim maurer June 1, 2010 at 8:07 am #

    I remember seeing these when I was working at IBM when I was a senior in high school in 1974. They were great! There was also one introducing a new IBM division, the Hippie Products Division (HPD). It had Kermit The Frog introducing the new division and its first product, the IBM Electric Guitar. Salesmen assigned to this division would be required to grow their hair long. Even in 1974 the old Tom Watson grooming standards were followed by a lot of employees.

  4. Bill June 1, 2010 at 2:48 pm #

    If only IBM did consumer-orientated advertising these days 😉

    —* Bill

  5. Clem Dickey June 1, 2010 at 3:28 pm #

    Linas: Your I/O terminal was probably an IBM 2741.

  6. Joe June 1, 2010 at 4:36 pm #

    Really nice article. Jim Henson is definitely an important person in recent history who positively affected millions of people.

  7. ted sheckler June 2, 2010 at 5:08 am #

    these clips are kind of disturbing. my god, henson was a sociopath! ax wielding monsters, cannabalism, exploding bodies? really? you can get all kumbaya over this guy but in the end he was just another 60’s loon hopped up on goofballs and jazz cigarettes.

  8. Fairportfan June 6, 2010 at 8:40 pm #

    I knew about the TV spots because my mother tried to get the ad agency she was working at in Greenville SC to buy them; another local agency bought them for one of their clients.
    .
    I *didn't* know about these…

  9. joseph loya June 11, 2010 at 6:28 pm #

    facinating, so the cookie monster started eating IBM hardware before eating cookies, maybe thats why he was so grouchy, maybe he had a digestive disorder, mystery solved!

  10. Steve Morgenstern June 16, 2010 at 2:20 pm #

    Thanks for the terrific article – brings back great memories. The Muppet Learning Keys were available for Commodore and Apple computers (I wrote the documentation for the product, and probably still have one hidden in the basement tech graveyard). And years later, I wrote a few meeting film scripts (in the post-IBM years).

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  12. Turnip June 21, 2010 at 12:50 pm #

    What I want to know is, who is the guy in the last video who seems to be a dead ringer for, (and inspiration for??) the muppet Waldorf from the Muppet Show?

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  17. James October 19, 2011 at 8:40 am #

    It's been more than twenty years since Jim Henson tragically passed away from a bacterial infection.. 🙁

  18. Cure Fungus Toenail October 20, 2011 at 2:17 pm #

    i'm old enough to remember those… i was just a kid back then. thanks for bringing back memories!

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    I knew about the TV spots because my mother tried to get the ad agency she was working at in Greenville SC to buy them; another local agency bought them for one of their clients.
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    I grew up watching the muppets and it is still growing strong. Haha, just the other day they were showing the movies 'muppets in space' and 'muppets take manhatten' on television and I laughed my way through both of them. Free Tarot

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  28. John December 14, 2011 at 7:09 am #

    Both the mupperts and sesame street are indeed timeless. They were my favorites and now when I introduced them to my children, they love them too. It was a smart move for IBM to team up with them.

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    After the success of Sesame Street in 1969, Muppet creator Jim Henson wanted to have a chance at his own series.

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