» — When the mind is thinking, it is talking to itself. Plato
The waning years of the 1950’s marked the beginning of the monster craze, which coincided with Mad Magazine’s ripest period of influence. Here, then, is a publication that sought to capitalize on both occurrences. Alas, chasing fads too eagerly always did land you all-too-promptly in the cultural ditch. Still…
Thimk had its moment.
This is Thimk no. 3 (Sept. 1958, Counterpoint). Edited by Alan Whitney, cover by Sam Hayle (1911-1996), who later did a bit of work for Cracked.
This is Thimk no. 4 (Dec. 1958, Counterpoint); cover by Sam Hayle. Elvis finds out first hand how fickle teenyboppers can be, and how a two-year army hitch might as well be an eternity, as far as they’re concerned. Uneasy lies the head that wears a crown!
Thimk was a short-lived (6 issues, 1958-59) would-be Mad, also in the black and white magazine format.
One holiday gleefully bleeds into another… this is Thimk no. 5 (Feb. 1959, Counterpoint). “Free… for 25 cents!”
Thimk no. 5‘s back cover… a well-aimed barb at Viceroy Cigarettes.
And some samples (there were many, many more!) from the object of parody, Viceroy’s The Man Who Thinks for Himself ad campaign. Lookit all them deep thinkers! ( Martin Fry, cancer survivor, bottom left)
And it wasn’t to be the last Viceroy parody, either: the brand was also an early target. This entry hails from Series 1, featuring a rough concept by Wacky Packages Art Spiegelman painted by Norman Saunders (1973, Topps).
Heads up, Marlon… some… thing is about to cut in for a dance. Is his date dismayed or delighted? Last call: Thimk no. 6 (May 1959, Counterpoint) was the final issue. Cover art, again, by Sam Hayle.
From to Think in one easy step. What began as a ubiquitous Thimk IBM slogan soon, inevitably, led to parodic counterpunches.
During the late 50s, it spread seemingly everywhere.
Legendary Detroit DJ Paul Winter (station WXYZ) got in on the act early (1957). Here’s a sample, , featuring Fallout Charlie Byrd on guitar!
And of course, the great Steve Ditko took the slogan to heart (and mind), famously making his own sign. I wonder where it is now.