Keitz & Herndon
Keitz & Herndon was a Dallas-based American television and film production partnership known for animation, advertising, educational films, and the Frito Kid mascot.
Last updated August 26, 2026
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History
Keitz & Herndon began in 1952 when Rod Keitz and Larry Herndon formed a production partnership in Oak Cliff, Dallas. The company developed during a period when television advertising, sponsored programming, and industrial or educational films were creating new opportunities for regional studios. Rather than operating solely as an animation house, it combined animation with live-action filming, commercial production, television work, and institutional communications. Its early client work demonstrates the range of the business. In 1955, Keitz & Herndon produced advertising for Lone Star Gas. By 1956, the firm was handling promotional work connected with automobile sales, bus transportation, and oil. Food-related advertising followed in 1957. These assignments placed the studio within the commercial culture of postwar Texas, where local companies and national brands increasingly used filmed advertising and animated devices to distinguish their products. Donald E. Wills joined the firm as an animation artist. Animation became an important part of the company's identity, particularly through advertising and sponsored television. Keitz & Herndon created the Frito Kid mascot for Fritos, one of its most recognizable commercial properties. The firm also made animated material for Dr Pepper advertisements shown in theater snack bars and produced commercials for Burleson Honey, Lone Star Brewing Company, and Quality Dairy Company. The company expanded beyond advertising into educational, institutional, and public-affairs films. Atmosphere for Learning was made for Austin College. In 1965, Keitz & Herndon produced State of Alabama, a film associated with the Alabama State Sovereignty Commission's project concerning the 1965 civil-rights march in Alabama. The film's institutional context places it within the contested media history of the civil-rights era, although the available material does not provide further detail about the production contract, distribution, or the company's editorial role. Keitz & Herndon's principal television achievement was JOT, an animated series sponsored by the Southern Baptist Radio and Television Commission. The program ran from 1965 to 1974 and was revived from 1980 to 1981. Its long initial run shows how sponsored animation could function as both children's programming and religious or educational communication. The series is more durable in historical references than many local commercial productions from the same period. The firm maintained its Dallas base and later operated from 4409 Belmont Avenue in the Belmont Park area. A former employee also filmed President John F. Kennedy's visit to Texas on November 22, 1963. Because the available account does not identify that employee or describe the footage in detail, this should be treated as an associated archival fact rather than evidence that Keitz & Herndon had an official role in the presidential motorcade or assassination coverage. The partnership was honored by the Dallas Producers Association in 2008. Public sources supplied for this entry do not specify a dissolution date, successor, acquisition, current owner, or current operating status. The historical record therefore ends with recognition of the partnership's legacy rather than a documented corporate closing.
- 2008
Dallas Producers Association recognition
[1]The Keitz & Herndon partnership was honored by the Dallas Producers Association.
- 1965
JOT begins its original television run
[1]The animated series JOT began a television run sponsored by the Southern Baptist Radio and Television Commission.
- 1963
Employee films Kennedy's Texas visit
[1]A former company employee filmed President John F. Kennedy's visit to Texas on November 22, 1963.
- 1957
Food advertising work
[1]The company produced advertisements for food businesses and brands.
- 1956
Expansion into transportation, automotive, and oil advertising
[1]Keitz & Herndon broadened its commercial assignments to include automobile sales, bus transportation, and oil-related advertising.
- 1955
Lone Star Gas advertising
[1]The firm produced documented advertising work for Lone Star Gas.
- 1952
Partnership established in Dallas
[1]Rod Keitz and Larry Herndon formed Keitz & Herndon in Oak Cliff, Dallas, Texas.
Products and positioning
A Dallas commercial-production and animation studio serving advertisers, broadcasters, educational institutions, and regional businesses through animated characters, commercials, television programs, and short films.
Animated television series · 1965
JOT
JOT was an animated television program sponsored by the Southern Baptist Radio and Television Commission. Its original broadcast period ran from 1965 through 1974, followed by a later return from 1980 to 1981. The series represents Keitz & Herndon's principal television production and its work in sponsored religious and educational programming.
Advertising mascot
Frito Kid
Frito Kid was a mascot created by Keitz & Herndon for Fritos corn chips. It was used as a recognizable advertising character and is the company's best-known contribution to packaged-food branding.
Institutional and public-affairs film · 1965
State of Alabama
State of Alabama was a 1965 film made for a project of the Alabama State Sovereignty Commission concerning the 1965 civil-rights march in Alabama. Its institutional sponsorship places it within the politically contested media surrounding the state's resistance to civil-rights demonstrations.
Educational short film · 1965
Atmosphere for Learning
Atmosphere for Learning was an educational film produced for Austin College. It illustrates the firm's work for educational institutions in addition to its commercial and television output.
Recent events
- 2008
Dallas Producers Association honors Keitz & Herndon partnership[1]
Other
The Dallas Producers Association recognized the Keitz & Herndon partnership for its contribution to Dallas-area production.
Sources1 sources
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