Leon Shaffer Golnick -- the advertising mind behind the fabled Baltimore slogan "More Parks Sausages, Mom, Please!" -- died Tuesday of kidney failure at Broward General Hospital in Fort Lauderdale, Fla. He was 84.
Mr. Golnick's ad, which was played on radio and television stations on the East Coast for years and was later reproduced on billboards, featured a child holding a plate and asking his mother in a plaintive voice for "More Parks Sausages!"
The advertisement was so successful that it helped turn a small Baltimore sausage business into one of the nation's largest black-owned businesses.
Mr. Golnick began his advertising career in 1941, working for local advertising legend Joseph Katz -- the premier Baltimore ad man from the end of the Depression through the 1950s. In the late 1940s, Mr. Golnick established his agency in Jackson Towers on Eutaw Place.
In 1960, he was approached by the owner of Al Packer Ford, then a struggling Baltimore automobile agency, and produced a series of radio spots that propelled the dealership into the number one Ford dealership in the city.
Mr. Golnick created syndicated automotive ads that could be used by hundreds of other dealerships by substituting the name of a particular auto dealership.
He created such slogans as "Home of the Affordable Ford," "The Detroit Connection," "The Little Profit Dealer" and the famous "Henry" series, featuring Henry Ford II, president of Ford Motor Co.
In 1977, the former Northwest Baltimore resident moved his advertising agency to Fort Lauderdale, where he was working at the time of his death.
He made national headlines in 1972, when Howard Hughes, the enigmatic billionaire, asked if he could charter Mr. Golnick's converted 85-foot Navy subchaser and skipper for a 22-hour trip from the Bahamas to Florida. Using the yacht allowed Mr. Hughes the cover he needed to arrive in the United States in secret.
The Baltimore native graduated from City College and earned a bachelor's degree from the University of Baltimore.
He married Beverly Levine in 1949; she died in 1985.
Services were held yesterday in Fort Lauderdale.
He is survived by his wife, the former Maxine Bass, whom he married in 1996; two sons, Marshall Golnick of Fort Lauderdale and Greg Golnick of Palm Beach, Fla.; three daughters, Sharon Callahan, Maxine Cotten and Evelyn Soots, all of Baltimore; seven grandchildren; and three great-grandchildren.
Pub Date: 1/28/99