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[new york] David McCall, who made his mark in advertising and humanitarianism, died April 18 while on a relief mission in Albania.

Mr. McCall, 71, and his wife, Penny, 57, died in a car accident in hazardous weather and road conditions while en route from Tirana to Kukes, the primary reception point for Kosovar refugees.

Also killed were Yvette Pierpaoli, European representative for Refugees International, and the trio's Albanian driver. The McCalls had been associated with Refugees International for eight years and served on its board.

Mr. McCall's ad career blended entrepreneurship and public service. He began in the mailroom of Young & Rubicam in 1951. From there, he moved to Ogilvy & Mather, eventually succeeding founder David Ogilvy as chief copywriter.

At O&M, Mr. McCall developed campaigns for such clients as Hathaway shirts, Maxwell House coffee and Sears, Roebuck & Co. For Maxwell House, he wrote the line, "Coffee that tastes as good as it smells."


Mr. McCall "was so loved and respected by David Ogilvy," said Shelly Lazarus, chairman-CEO of O&M Worldwide. "[Mr. Ogilvy] thought [Mr. McCall] was a brilliant copywriter, which David didn't say about a lot of people. He was a very wise man of great humanity."


Mr. McCall left O&M to co-found McCaffrey & McCall in 1961. The New York agency's clients included Exxon Corp., Hartford Insurance Co., Mercedes-Benz, Norel- co, J.C. Penney Co., Tiffany and Hiram Walker. He created such enduring images as Santa sledding on a Norelco shaver; for Exxon, the agency developed its name change from Esso.

Saatchi & Saatchi acquired McCaffrey & McCall in 1983, and Mr. McCall left the agency a few years later. Most recently, he was a partner in communications consultancy Shepardson Stern & Kaminsky.

Mr. McCall found time to champion a variety of causes. He is credited with creating "Schoolhouse Rock," an Emmy-winning series of animated educational TV segments for children that ran on ABC during a 20-year period from the 1970s to '90s.

He also helped create the well-known PSA featuring actor Yul Brynner, posthumously urging people not to smoke.

While at Shepardson, he was one of the leaders of the Initiative on Tobacco Marketing & Children, a voluntary effort in conjunction with the Campaign for Tobacco-Free Kids to curb marketing practices that attract children to tobacco.


With Refugees International, the McCalls had participated in missions to Cambodia, Eritrea, Somalia and Thailand, among other trouble spots. Part of their mission in Albania was to help set up radio broadcasts to refugees seeking to locate family members.

The group's board recently asked Mr. McCall to succeed Richard Holbrooke, U.S. special envoy to the Balkans, as its chairman.

"Penny and David McCall could have lived a comfortable life surrounded by their family and many friends," Mr. Holbrooke said. "Instead, they repeatedly risked their lives in Southeast Asia, Africa and the Balkans to increase public

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