Underdog is an American animated television series that ran from October 3, 1964, to 1973 on the NBC network under the primary sponsorship of General Mills, and continued in syndication until 1973 for a run of 62 episodes.
Underdog, Shoeshine Boy's heroic alter ego, appears whenever love interest Sweet Polly Purebred is being victimized by such villains as Simon Bar Sinister or Riff Raff. Underdog nearly always speaks in rhyming couplets, as in "There's no need to fear, Underdog is here!" His voice was supplied by Wally Cox.
In 1959, handling the General Mills account as an account executive with the Dancer Fitzgerald Sample advertising agency in New York, W. Watts Biggers teamed with Chet Stover, Treadwell D. Covington, and artist Joe Harris in the creation of television cartoon shows to sell breakfast cereals for General Mills. The shows introduced such characters as King Leonardo, Tennessee Tuxedo, and Underdog. Biggers and Stover contributed both scripts and songs to the series. When Underdog became a success, Biggers and his partners left Dancer Fitzgerald Sample to form their own company, Total Television, with animation produced at Gamma Studios in Mexico. In 1969, Total Television folded when General Mills dropped out as the primary sponsor (but continued to retain the rights to the series until 1995; however, they still own TV distribution rights through NBCUniversal Television Distribution).
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