OKKULT Motion Pictures

Excerpts: BEECH-NUT LIFESAVERS Commercial by Fred Mogubgub (1966)

‘Beech-nut LIfesavers’ is a commecial created by Fred Mogubgub (1928–1989), an influential figure in the world of animation and painting, particularly known for his contributions to the pop art movement during the 1960s in New York City. His career gained significant momentum when he co-founded Ferro, Mogubgub and Schwartz in 1961 alongside designer Pablo Ferro and Lew Schwartz. However, Mogubgub’s creative ambitions led him to leave the company in 1964 to establish his own firm, Mogubgub, Ltd.

Mogubgub’s artistic style is characterized by its rapid, staccato jump-cuts—an innovative blend of cartoons and photographs that flash across the screen, creating an effect that could be likened to subliminal advertising. His work, which often featured iconic American objects, was celebrated for its ability to capture the essence of American pop culture in a unique and engaging way. Among his notable commercial clients were Ford, Coca-Cola, and Life Savers, with his creations leaving a lasting impression on audiences due to their memorable and distinctive style.

His commercial work was groundbreaking, and several of Mogubgub’s films have been recognized by the Museum of Modern Art for their innovative approach to animation and advertising. One of his most famous pop artworks was a large-scale sign erected in Manhattan in 1965, provocatively asking, “Why Doesn’t Someone Give Mogubgub Ltd. Two Million Dollars to Make a Movie?” This piece reflected Mogubgub’s bold and creative spirit, showcasing his ability to blend art with advertising in unprecedented ways.

Mogubgub’s work extended beyond commercial advertisements to include underground short films that merged animation, illustration, and live action. One of his notable films, “The Pop Show” (1966), featured Gloria Steinem and demonstrated Mogubgub’s adeptness at navigating the avant-garde film scene. Despite his significant contributions, Mogubgub’s name is often omitted from discussions on avant-garde and experimental film from the late 1960s and early 1970s. However, his films were included in underground screenings, such as the 1970 New York Underground Film Festival, highlighting his role in the experimental film movement.

Fred Mogubgub passed away in 1989 at the age of 61 from bone cancer. Despite his death, his creative legacy continues to inspire animators and filmmakers, illustrating the enduring impact of his work on both the commercial and artistic realms of animation and pop art​.

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(Thanks to archive.org)