Fred Mogubgub

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Fred Mogubgub (1928–1989) was an animator and painter who first came to attention through his films related to the pop art movement of the 1960s in New York City.

Mogubgub's style is quick, staccato, jump-cut—an assemblage of cartoons and photographs that flash across the screen fast enough to be almost subliminal advertising. He was given the slogan "Have you ever heard anyone say 'no' to a Life Saver?" by the Beech-Nut people and made a pop commercial. A follow-up survey reported that the public recalled it more often than straight ads. "You have to grab them," says an ad-agency vice president. "That's pop technique. We have a young audience with whom we have to establish a rapport."

Quoting from a Newsweek Special Report, April 25, 1966, entitled "The Story of Pop!":

"Mogubgub's style is quick, staccato, jump-cut—an assemblage of cartoons and photographs that flash across the screen fast enough to be almost subliminal advertising. Among his clients are Ford, Coca-Cola and Life Savers; Mogubgub says he chooses his subject matter from 'American objects which stick out from the clichés you get drilled into you in school.' He was given the slogan "Have you ever heard anyone say 'no' to a Life Saver?" by the Beech-Nut people and made a pop commercial. A follow-up survey reported that the public recalled it more often than straight ads."[1]

Another quote from Fred Mogubgub's obituary in the New York Times, March 11, 1989:

"Fred Mogubgub, an artist and animator, died of bone cancer on Thursday at his home in Cliffside Park, N.J. He was 61 years old.

"Mr. Mogubgub created many animated films, television shows and advertising campaigns, and several of his movies are in the collection of the Museum of Modern Art. He was known in the 1960s for his innovative fast-cut style and such offbeat commercials and films as Enter Hamlet and The Day I Met Zet.'

"One of Mr. Mogubgub's best-known Pop artworks was a huge sign erected in midtown Manhattan in 1965 that read, Why Doesn't Someone Give Mogubgub Ltd. Two Million Dollars to Make a Movie? His works, ranging in style from abstract to realistic, were exhibited in many New York galleries, and his 25-by-30-foot fantasy, Virginia's Garden, was said to be one of the world's largest paintings.

"Mr. Mogubgub is survived by his wife, Virginia, and two sons, Fred Jr. and Sam, all of Cliffside Park, and by two sisters, Lorraine Simmons of Lenoir, N.C., and Dolores Corby of Ocean City, N.J."[2]

Less well known than his 1960s production company partners, Lew Schwartz and Pablo Ferro, Mogubgub claims he took his name from the gub-gub sounds a Lebanese ancestor made while drowning.

References[edit]

  1. ^ Newsweek Special Report [1] April 25, 1966
  2. ^ New York Times Obituary [2] March 11, 1989

External links[edit]