Those fun-lovin' marketers at Wolf Greenfield in Boston have done it again. I could tell something inventive was in store when the outer envelope of the holiday card said, "Here we go again with another holiday card!"
Enclosed was a greeting card that was identical in size and appearance to one of those fold-in pages, the kind you see at the back of Mad magazine. I grew up on Mad and read it faithfully through grade school and junior high, and continue to watch Mad TV.
The picture shows people walking into a restaurant. The man is saying, "Let's do a parody mentioning nucleic acid therapeutics!" The woman answers "Are you MAD?" The artwork is in the style of Al Jafee, a contributing illustrator to Mad since the early 1960s. He invented the concept of the fold-in as a satirical response to the trend of glossy fold-outs produced by "gentlemen's" magazines. An Al Jafee fold-in has appeared on the inside back cover of nearly every issue of Mad since 1964.
Folded out, the card says "Attorneys and scientists embark on a tour de force of intellectual endeavor. Holing up in a cafe, they work through the day concerned with moving this project forward." When you fold the page in, the card removes all the people and simply says "Spread Cheer - our holiday card."
Cheers to the fun-lovin' marketers at Wolf Greenfield!