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Ed McCabe Collection

About the Collection

Ed McCabe is considered one of the advertising industry’s most creative copywriters. He co-founded Scali, McCabe, Sloves advertising agency in 1967 and then McCabe & Company in 1991. He is responsible for some the world’s most successful and enduring advertising campaigns for clients including Perdue, Volvo, Hebrew National, and Maxell. In 1974, he was elected to the One Club Hall of Fame. The Ed McCabe Collection features print advertisements for more than thirty clients. These materials were either in or considered for the exhibition The Masters Series: Ed McCabe: Strong Words at the School of Visual Arts in 2004.


Black text, "One of the best things about new Goebel Beer is that it doesn't taste like old Goebel Beer," above a photograph of a bottle of Goebel beer. Goebel Beer. "One of the Best Things About Goebel Beer...." advertisement. 1964.
Advertisement featuring the text, "The Harder They Try, the Better We Get," above ad copy and a black-line cartoon drawing of a small dog chasing a much larger dog. Underneath the illustration, the text, "It's the underdog that's keeping the top dog on top." Hertz. "The Harder They Try, the Better We Get" advertisement. 1967.
Advertisement with a black-and-white photo of a stealth bomber (front view) over text in black capitals, "The Higher the Performance, the Smaller the Windows," above four columns of ad copy and a photograph of audio cassette tapes. Pioneer/Maxell. "The Higher the Performance...." advertisement. 1991.
Two columns side by side, one is full, made up of rough black-ink stamps the word "aye," while the other is empty except for one rough black stamp of "no." Under the "aye" column, the text, "All those in favor of American Express getting us together again next time, signify by saying aye," and under the "no" column, the text, "All those opposed..." "Proctor, remove that man from the premises." American Express Travel Service. "All Those in Favor of American Express...." advertisement. 1961.
Black and white photograph of a chimney billowing black smoke and a man in a window observes in disgust, over the title, "Tomorrow morning when you get up, take a nice deep breath. It will make you feel rotten." Citizens for Clean Air, Inc. "Tomorrow Morning when You Get Up...." advertisement. 1965.
Black and white photograph of an elderly woman in a leather jacket leaning against a motorcycle. Salada Food Inc./Salada Tea. "She's 82 Years Old, She Rides a Motorcycle, She Sells Salada Tea" advertisement. 1964.
Black and white photograph of a vespa scooter with lots of motorcycle accoutrements (saddle bags, windshield, etc.), below the title, "A Motorcycle It Ain't," in black sand serif font. Vespa. "A Motorcycle It Ain't" advertisement. 1965.
Black and white photograph of an open garage with a car and a Vespa in it, below the title, "Maybe Your Second Car Shouldn't Be a Car," in black sans serif font. Vespa. "Maybe Your Second Car Shouldn't Be a Car" advertisement. 1965.
Advertisement featuring a photograph of a car appearing to fly in the air, against an empty road and blue sky. Title, "Yes, It Will Fly," and ad copy in white superimposed over the road Volvo. "Yes, It Will Fly" advertisement. 1985.
Black and white photographs of historic buildings and areas of New York with the word “Won” or “Lost” stamped on the top left corner of each. Below, the title, "Too Bad We Can't Win Them All,” and text detailing successes and failures of the Municipal Art Society: Grand Central Terminal (“Won”), Riverside Park South (“Won”), St. Bartholomew’s Church (“Won”), Metropolitan Opera House (“Lost”), Jefferson Market Courthouse (“Won”), Penn Station (“Lost”), Central Park (“Won”). Municipal Art Society of New York. "Too Bad We Can't Win Them All" advertisement.
Color photograph of three chickens at a dinner table with candles and a wine bottle, wearing napkins around their necks. Title "My Chickens Eat Better than You Do," at top in large black type. Perdue. "My Chickens Eat Better than You Do" advertisement. 1971.
Text-heavy advertisement detailing how to spot a stale wrapped chicken, with corresponding black-and-white illustrations (woman holding a chicken, hand squeezing a chicken, a chicken with a big question mark over it, Perdue tags). Title,  "How Not To Get Plucked At The Poultry Counter,” at top in black ink. Perdue. "How Not To Get Plucked At The Poultry Counter" advertisement. 1982.