Monday MADness- Faux Fold-In!
Okay so this wasn’t a MAD job but in honor of Al Jaffee’s 95th birthday yesterday I thought I’d share this ad job from 2007 that was based on Al’s icon “MAD Fold-In”.
This job was for Hardee’s restaurants, and was art for an ad promotion for their newest sandwich offering… the “Philly Cheesesteak Thickburger”. It is a giant hamburger topped with cheesesteak fixings on one bun… not for a light lunch. The ad was supposed to be like a MAD “Fold-In” concept… something I’ve seen other companies like Dodge do in the past so I knew it was not unprecedented. The thing that concerned me was that the Hardee’s people might want me to copy Al Jaffee‘s style of artwork, which I would absolutely refuse to do. When I raised the issue with them, they said they wanted me to draw like me, and just to design the layout in a way that the folded version showed the results they wanted. Freed from the worry of having to ape another artist’s style, I accepted the job.Let me tell you, I did not think it possible to have more respect than I already had for Al Jaffee but I was mistaken. It’s a real puzzle having to design and execute a single illustration so that is shows a different scene when folded properly… especially when the idea is to keep the final results hidden until the folding happens. I’m not sure I was very successful at the surprise ending part, as what I needed to illustrate was pretty hard to disguise, but I had my try at it. Here’s the “folded” version:
This ad was supposed to appear in Rolling Stone, Maxim and a few other magazines but the project saying was to scaled back due to ad budgets. As a result they did not run this piece in print but instead used it for an internal incentive program. That’s a bummer but also common in advertising. C’est la vie.
Comments
Tom's Newsletter!
Sign up for Tom's FREE newsletter:
Categories
- Classic Rock Sketch Series (60)
- Daily Coronacature (146)
- Freelancing (173)
- General (1,653)
- Illustration Throwback Thursday (107)
- It's All Geek to Me! (53)
- Just Because… (1)
- MAD Magazine (916)
- Mailbag (691)
- Monday MADness (452)
- News (1,044)
- On the Drawing Board (160)
- Presidential Caricatures (47)
- Sketch O'The Week (836)
- Stuff from my Studio (21)
- Surf's Up Dept. (29)
- Tales from the Theme Park (17)
- Tom's MADness! (147)
- Tutorials (18)
- Wall of Shame (17)
Did the Hardees people approach Al first? I’m curious if he handed it off to you, or did you have to get permission from him?
I asked them if they had contacted Al, and they said while they wanted to do a “fold in” style piece they wanted a different look to the art.