Elmer Hauldren, Empire carpet man, dies

His name may not have been readily recognized, but Elmer Lynn Hauldren's face became known to millions as that of the Empire Man, mascot of the carpet and flooring company Empire Today in nationally broadcast commercials since the 1970s. The company said Wednesday on its website that Hauldren has died at age 89.

His family told the Chicago Tribune he died of natural causes Tuesday in his Evanston, Ill., home.

In 1973, as an advertising copywriter, Hauldren created the Empire Man and the commercial jingle -- "800-588, 2-300, Em-PIIIIRE!" in national spots -- for the company's former owner, Seymour Cohen, who hired the non-actor as on-air mascot after auditioning dozens of actors, said the Tribune. Hauldren also performed the jingle's original version .

He went on to provide the voice-over narration in the company's animated TV commercials of recent years.

His son Joseph told the Tribune the idea for the Empire Man came through Hauldren's belief there was too much shouting in commercials.

"I think he appealed to people because he was so genuine," his son said. "He was a great father, a great family man, very mild-mannered and friendly. He was a lot like that character on TV."