It was supposed to be a one-time thing.
There was never supposed to be a television show, a kids’ club or multiple appearances around the community. He was not supposed to become an idol for Memphis children in the late 1980s and early 1990s. All Joe Cool was supposed to do was promote a contest for a Polaroid camera for WPTY Channel 24.
“It was 1986 and I was a young comic who was asked to audition,” recalls Dennis Phillippi, the man behind Joe Cool’s trademark sunglasses. “I got a free trip to Orlando and something like $250 to do the gig.”
Phillippi took his new persona to Orlando to shoot footage for the Polaroid contest. He tailored the character as a cross between Max Headroom, the popular 1980s “computer generated” spokesperson for New Coke, and Cowboy Sid, a loud pitchman for Krystal Restaurants. Top that off with the sunglasses, Hawaiian shirt and Chuck Taylor All Star high-tops and Joe Cool went around the amusement parks shooting promos about how kids could win a free camera or a trip to Orlando.
After the trip, Phillippi came back to Memphis and continued his career as a stand-up comedian. He never gave Joe Cool another thought until he got a call from the station asking him to reprise his role one more time.
“ A gentleman opened up a fast food restaurant and wanted Joe Cool to make an appearance, but there was no Joe Cool. He did not exist,” laughs Phillippi. “He was very persistent, so I got a call asking if I wanted to do it one more time. All I had to do was go out there and take a few pictures and sign some autographs for the five kids we thought would show up.”
Those five kids turned out to be around 500 kids from as far as WPTY Channel 24 could reach. A few months later, Phillippi had his own studio hosting Kids’ Club every weekday afternoon. By 1989, Phillippi had “The Joe Cool Show” on Saturday mornings. The show lasted until 1994 when WPTY went from the FOX affiliate in Memphis to the ABC affiliate.
“I’m pretty sure if you’re between 30 and 40 years old, you were probably on my show,” says Phillippi.
As Joe Cool, Phillippi got to do many things, including traveling to Turkey and the Soviet Union when the Wonders Exhibits came to Memphis.
“All the news stations would send their A-Team and WPTY sent me because I was all they had,” recalls Phillippi. “Kim Hendrew (former WMC Channel 5 anchor) would do a serious report on this exhibit, and then I would set up and do my show. All the news outlets would stay after their reports and watch me and just crack up!”
He also had many guests on his show with his most memorable being WWE Hall of Famer and six-time WCW World Heavyweight Championship Sting and Memphis Wrestling commentator Lance Russell.
While Phillippi was entertaining children on television as Joe Cool during the day, he was still entertaining their parents as Dennis Phillippi the stand-up comedian at night. He was self-conscious about his double life, so he made sure he did not do anything inappropriate in public.
“I took all cussing out of my stand-up acts because I didn’t want to offend parents so they wouldn’t allow their children to watch me on television. I would also drink a lot of beers in cups or sneak a cigarette behind the bleachers if I was in public,” says Phillippi. “I knew I was a role model for children.”
Phillippi enjoyed a successful career after Joe Cool. He was “Dennis the Backyard Burger Guy” for Backyard Burgers. He has also been in several films shot in Memphis and hosted several radio shows, the most famous being “Dennis and Rick” on Rock 103. Phillippi wrote the back page column for “Memphis Magazine” and “Memphis Downtowner Magazine,” and currently writes the back page column for “RSVP Magazine.” He is still acting and is the spokesperson for many businesses in Memphis. Phillippi loves his current life but knows he will always be known as Joe Cool.
“’This man was Joe Cool’ will probably be on my tombstone,” laughs Phillippi.
The 901 Connection 