‘When We Went MAD!’ Shows What’s Missing from Digital Era

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If you enjoy “The Daily Show,” “Saturday Night Live,” or even the classic “Airplane!”, it’s thanks to Alfred E. Neuman, a notable figure in humor and satire.

Titled “When We Went MAD!”, this documentary mirrors the magazine’s spirited mascot, showcasing a perspective that is both insightful and humorous. It weaves together amusing anecdotes and historical references to make its point. This affectionate nod to the so-called “usual gang of idiots” will be appreciated by fans, while leaving others curious about what they might have overlooked.

Plenty, as it turns out.

I’ve been deeply involved with a magazine that has been at the forefront of cultural debates, sparking some truly monumental laughs along the way. It’s humbling to think that the words we publish inspire some of the biggest comedy stars we have today.

It’s shocking we haven’t seen a similar film on MAD’s impact until now.

Initially starting as a simple comic in 1952, poking fun at horror titles, MAD’s roots were modest. However, its cultural influence expanded significantly due to the determination of founders Harvey Kurtzman and William Gaines, surpassing its initial targets.

Initially, MAD transformed into a sleek periodical, but once it started producing movie spoofs, its audience significantly expanded. Throughout this journey, MAD dared to question authority, satirize politicians, and poke fun at the appropriate targets.

The makers might have leaned towards the liberal side when selecting their targets, yet they were not afraid to criticize both parties and tackle contentious issues. They also dared to mock hippies, which is considered taboo in certain groups.

Today, one might say the magazine embodies the spirit of “Make America Great Again” (MAGA) due to those very points. In truth, Alfred E. Neuman would hardly preach to his audience.

The lighthearted humor featured in the magazine, stemming from the founders’ Jewish background, wasn’t without its challenges. MAD Magazine stood its ground amidst legal battles and paved the way for future satirists by broadening the scope of creative expression.

A captivating account of the FBI’s growing anger towards MAD offers a compelling glimpse into the past. Originally, their ire was directed at humor. In more recent times, however, unsuspecting parents have found themselves under FBI scrutiny.

Some parts seem excessive, such as the magazine’s fondness for organized trips and personal stories shared by celebrities like Bryan Cranston. However, the presence of figures like Judd Apatow, “Weird” Al Yankovic, and Howie Mandel indicates that the magazine still has influence, despite MAD Magazine officially closing in 2019.

Indeed, the movie pays homage to its theme, yet it acknowledges that the periodical’s endeavor to dominate the silver screen was unsuccessful. The 1980 comedy “Up the Academy,” produced by MAD, unfortunately turned out to be a disappointing flop both critically and commercially.

Quentin Tarantino, a diehard fan, believes that the serious tone of MAD (Motion Picture Association) could have enhanced some hilarious films from that year, such as “Airplane!”.

He’s not wrong.

As a devoted film enthusiast, I can’t help but lament the lack of self-examination in “MADtv,” a show that echoed the style of “SNL” and pushed the boundaries of sketch TV. This omission falls within the period often referred to as MAD’s era of compromise, which began after the passing of Gaines in 1992.

The movie serves as a heartfelt tribute to the quirky co-founder. Gaines showed himself to be frugal and generous in equal amounts. His determination to maintain creative autonomy prevented MAD from succumbing to commercialization or sacrificing its vibrant authenticity. It’s evident why the organization held onto its satirical strength for such a long time, given how he cared for his “idiots” as if they were family.

Regarding the topic of passing away, certain parts of the movie have had quite a lengthy development process, spanning over many years. Notably, comedian Gilbert Gottfried departed this life in 2022, and MAD Magazine legend Al Jaffee did so at the age of 102 in the following year.

In ‘When We Went MAD!’, it’s evident that the magazine’s creative team was predominantly white and male throughout its history. However, instead of expressing regret or concern about this lack of diversity, the end result stands as a powerful testament. This is the ultimate commentary on the issue.

That, and Blecch, of course.

“When We Went MAD!” is available on most VOD platforms.

Title or Not: “When We Dared to Speak Truth to Power!” presents an intriguing perspective on a magazine that voiced truth boldly, long before doing so became fashionable.

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2025-07-12 22:03