Grimace: An Intimate Portrait

Walter Grimovskovich, better known as "Grimace", rose to super stardom in the 1970's and 80's by appearing in McDonald's restaurant television commercials. But it wasn't all glitz and glamor for this unusually talented performer.

He was originally cast by the McDonald's Corporation in November of 1971 shortly after leaving the Julliard School of Drama in New York City. Thinking this would be a short term gig to make some money before looking for more serious work, he signed a contract to appear in just three ads as the "Evil Grimace", a hideous character with four arms which he used to steal McDonald shakes and Coca-Colas from the children of McDonaldland.

When the contract was up Ray Kroc, CEO of the McDonald's Corporation, personally asked him to say on and continue the fine work that he had started. Grimovskovich grudgingly agreed but had definite ideas for the future of the character. He felt that the "Evil Grimace" lacked depth, and was a waste of his dramatic training. Also, the set of extra arms were causing pain and irritation to his sensitive purple skin. Kroc agreed, the arms were gone, and in 1972 "Grimace" was reintroduced as the lovable oaf we know him as today.

However, the whirlwind of fame and fortune throughout the 70's began to take its toll, and by the early 80's Grimovskovich was left with a $500 a day cocaine habit and three ex-wives. His weight ballooned from a slim 350 pounds to an amazing 600. He began to make embarrassing public appearances just to keep the money coming in. In January of 1985 Ronald McDonald and several of the Fry Guys intervened and told Grimovskovich that he needed help. He was not only destroying himself but taking all of the McDonladland characters with him.

He agreed to go into detox and within a few months he was back to his old self. Although Grimovskovich never made it to the big Broadway heights he had always longed for, he created something special. He is the heart and soul behind "Grimace", more than a fat, purple, milkshake guzzling blob, more than just a comic foil for Ronald McDonald, he became a true American legend.