New York City . A similar red-headed boy with a missing tooth popped up in Topeka , Kansas , in 1910 , as an advertisement for the dental firm Painless Romine . The same face was subsequently seen on postcards that were circulated in the early- and mid- 20th century . The postcards eventually landed on the desk of MAD Magazine ’ s writers and artists , who enshrined him as their mascot through a series of consecutive covers .
MAD Magazine eventually shifted its distribution strategy from newsstand sales to a subscription-only model in 2018 , following the move of its offices to Burbank , California , with exceptions made for certain comic book shops that still sell it directly to consumers . The same spirit of creative collaboration that flourished in MAD ’ s early writing rooms has been reborn through the makings of the exhibition at Norman Rockwell Museum . It is curated by Chief Curator Stephanie Haboush Plunkett and acclaimed illustrator and art journalist Steve Brodner .
Under Plunkett and Brodner ’ s supervision , the exhibition ’ s offerings took shape through an advisory group helmed by Viviano — and the creative synergy of MAD ’ s writing room was reborn . David Apatoff , an illustration historian and art critic for The Saturday Evening Post , brought a deeply informed academic perspective to the mix , with a keen appreciation for American illustration . His insights into the cultural significance of MAD ' s artistry were crucial in sculpting the exhibition ' s narrative . Scott Bakal , an award-winning illustrator and professor , infused the advisory panel with extensive expertise in visual storytelling . Known affectionately as “ MAD ' s Maddest Writer ,” Dick DeBartolo applied firsthand experience from his decades-long tenure at the magazine . His comedic approach ensured that the exhibition captured the essence of
Johnny Sampson
Taylor and Travis , 2024 Super Bowl cover illustration for MAD $ 36 , April 2024 Acrylic on board Collection of Johnny Sampson MAD and all related elements TM & © E . C . Publications . Courtesy of DC . All Rights Reserved . Used with permission .
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MAD ' s humor and wit .
Although many MAD Magazine enthusiasts glorify the 1950s , 1960s , and 1970s as the apex of its cultural relevancy , its more contemporary artists made equally resonant statements with their illustrations . To that end , Emily Suzanne Flake , a cartoonist and MAD illustrator whose work still regularly graces the pages of The New Yorker and The New York Times , added a fresh perspective to the advisory panel . Her contemporary Keith Knight , a MAD illustrator and creator of the acclaimed comic strips “ The K Chronicles ” and “ The Knight Life ,” was also on the advisory panel . Knight is celebrated for his ability to tackle serious issues with wit and insight . His artistic portfolio aligns with MAD ’ s tradition of using satire as a tool for cultural critique . William H . Foster , a scholar focusing on African Americans in comics , brought important insights to the project and a lifetime of appreciation of MAD as a “ Holy Grail ” for free thinking and cultural change .
Having steered the magazine through decades of cultural change as editor-inchief of MAD from 1985 to 2018 , John Ficarra brought a wealth of editorial experience that helped to shape and tailor the scope of the exhibition . Judith Yaross Lee , a professor at Ohio University who studies popular rhetorics at the intersection of media , social , political , and intellectual history , gave valuable insights with her background in humor studies . As creative director of character design at Sesame Workshop , Louis Henry Mitchell closely examined the design and visual language of MAD ' s characters , enhancing the manner in which the exhibition celebrates the artistic legacy .
Peter Kuper is another notable artist on the advisory panel . Renowned for his decades as MAD ' s " Spy vs . Spy " illustrator , following in the footsteps of creator Antonio Prohias , Kuper designed a feature for the exhibition that closely examines Kuper ’ s artistic process . As a celebrated cartoonist and visiting lecturer at Harvard , Kuper is proud to use illustration as a medium for powerful social and political commentary . Along with providing an entertaining experience for visitors of all ages , Kuper says the exhibition will showcase MAD Magazine in a new artistic context . “ Norman Rockwell Museum has been ahead of the curve in terms of appreciating popular illustration as an art form for a long time ,” says Kuper . “ This exhibition is entertaining , it has politically and culturally informative content , and I think it ’ s going to help move the dial forward in regards to the appreciation of this type of contemporary illustration .”
Plunkett shares Kuper ’ s enthusiasm , saying , " MAD Magazine was a trailblazing publication that shaped the landscape of contemporary humor and satire .” Brodner echoes her sentiment : " MAD Magazine transcended its status as a mere publication to become a cultural phenomenon that challenged norms and encouraged critical thinking . This exhibition encapsulates the essence of MAD during its heyday — a time when it stood as a beacon of sharp , timely , and delightfully absurd satire ." To this day , MAD has left an indelible mark on American humor and media . Its influence permeates various forms of comedy , from Saturday Night Live to The Simpsons to Key & Peele , the latter of which was created by beloved comedic actors who recurrently starred on MAD Magazine ’ s spinoff FOX TV series , MAD TV . Laurie Norton Moffatt , director and CEO of the Norman Rockwell Museum , emphasizes the exhibition ' s contemporary relevance . " MAD Magazine addressed issues that continue to fuel debates and societal struggles . It remains a poignant reminder of the power of satire in challenging prevailing norms and advocating for social justice ."
In addition to the main exhibition , the Norman Rockwell Museum will host a series of MAD-themed programs and events , including a ticketed MAD Bash on June 8 , a summer MAD Fest weekend that is currently in development , workshops , and children ' s programming . On October 18 and 19 , a virtual symposium will be hosted featuring commentary on MAD and the history of American humor by scholars , artists , and writers . With these events , the museum and everyone who worked on this exhibition invite visitors to discover and rediscover the brilliance of MAD Magazine , providing inspiration for new generations and lifelong fans to join together in embracing its enthusiastic , humorous spirit . n
May / June 2024 BERKSHIRE MAGAZINE // 69