Fred Mogubgub

Who was Fred Mogubgub?

Fred Mogubgub 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.'