Helmer behind Rose-Magwood Prods

James “Jim” Rose, longtime award-winning television commercial director, died after a long illness in Los Angeles on Sept. 8. He was 84.

Among his many notable commercials produced through Rose-Magwood Prods., the company he founded with Howard Magwood in the early 1960s, were the first singing Budweiser commercials, TV ads for Viceroy and Old Gold cigarettes, Alberto Culver with Annette Funicello, Harris & Frank with Joe Namath and all of the Aurora “Skittle” game commercials starring comedian Don Adams. Later on, with producing partner Joan Mellini-Renfrow, Rose directed commercials for International Health Clubs with Raquel Welch, Farrah Fawcett and Victoria Principal and in the 1980s and ’90s, Ron Popeil’s GLH Formula 9 Hair Care, the Pasta Maker and the Showtime Rotisserie.

As a member of the Screen Directors Intl. Guild, Rose became a long-standing member of the Directors Guild of America when the two merged in the mid-1960s.

Born in Brooklyn, Jim worked as a young man as the assistant to the world-renowned photographer Philippe Halsman and helped create the photographer’s famed photo of artist Salvador Dali, “Dali Atomicus,” utilizing objects, including a chair, water, an easel and live cats depicting their fascination with suspension.

Rose continued directing television commercials and infomercials even after a heart and kidney transplant a decade ago until he retired several years ago.

He is survived by a brother; two daughters; a grandson and two granddaughters; and a nephew.

Donations may be made to the Motion Picture and Television Fund, 23388 Mulholland Dr., Woodland Hills, CA 91364.

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