Advertising genius, Jane Trahey built the campaign, “Footloose and Famolare” and put Joe Famolare’s picture in the ads that turned him into a celebrity. "Why should I get a model when I have Joe?" Jane said. "He is extremely photogenic and radiates friendliness. Joe's teeth are so beautiful, his dentist should pay him." Photographer, Richard Avedon photographed Joe with shoes balanced on one finger, peering through the heel and holding an armful of shoes. The ads ran in the Sunday New York Times Magazine, fashion magazines as well as in Playbill. People would recognize and greet Joe on the streets of NYC. This ad campaign made Famolare a household word.