John Overton Goad III – World War II hero, longtime
advertising executive and cherished patriarch of a family that has called
Evanston home for generations – died peacefully in Evanston on July 2, in the
company of loved ones. He was 94. The son of John Overton Goad II and Gertrude
Boettcher Goad, Mr. Goad was born in Chicago on June 7, 1926. He was raised in
Evanston, attending Lincoln Elementary, Nichols Middle School and Evanston
Township High School before going off to fight in World War II in Germany.
Mr. Goad was a sergeant in the A Company in the 60th Infantry Regiment of 9th
Infantry Division, First Army – a unit known as the "Go Devils" that
was among the first to cross the Rhine at the Ludendorf Bridge at Remagen.
Wounded by flying shrapnel from an explosion, Mr. Goad was declared Missing in
Action for a time before turning up at a Russian Army Hospital. "The ten
weeks from March 1 to May 8, 1945 became the most memorable, dangerous and
exciting days of my life," Mr. Goad told the non-profit organization Honor
Flight Chicago years later, when the group brought him and other veterans on a
ceremonial trip to Washington, D.C. "I would not trade them for anything,
but I would not wish the experience to be repeated by anyone who I cared
about."His heroics outside Berlin earned Mr. Goad Bronze Battle Stars, a
Victory Medal and the Purple Heart, among other decorations. In 2018, he was
honored at Wrigley Field, alongside then-manager Joe Madden and Cubs Hall of
Famer Ryne Sandberg, for his service.
After the war, he attended Colorado College and, in 1948, married Nancy
Ehrlicher of Evanston, whom he had known since childhood. A local wedding
announcement described Mr. Goad as "a G.I. with a terrific record." He
later transferred to Northwestern University, and the couple returned to
Evanston, where they raised three children in the family's home on Harrison
Street.
Mr. Goad went to work for Leo Burnett, one of Chicago's most storied advertising
agencies. Over the span of roughly a quarter century, he earned multiple
promotions, ultimately being named a vice president at the firm. In his later
years, Mr. Goad spent countless afternoons in the bleachers of his
grandchildren's sporting events – golf tournaments, baseball, soccer, lacrosse
and football games at ETHS – often with a video camera proudly perched on his
shoulder. He was an avid fan of the Northwestern Wildcats and the Chicago Cubs,
and loved to spend warm evenings on his front porch holding court with family
and friends.
Mr. Goad was preceded in death by Nancy Goad, his beloved wife of 63 years, as
well as his sister Betty Jean Goad and brother Alan Goad. He is survived by his
three children, John Goad IV (Linda), Gretchen Golebiewski (Tom) and Amy Goad;
nine grandchildren: Jessica Pilcher (Bryan), Benjamin Goad (Casey), Jane
Tomlinson (Joe), Zachary Goad (Melody) Thomas Golebiewski (Amber) Margaret Diaz,
William Golebiewski (Madelyn) John Goad V (Amanda) and Emily Kaufman; and eleven
great-grandchildren: Justin, Katherine and Abigail Pilcher; Caroline, Eleanor
and Charlie Tomlinson; Max Diaz; Benjamin Goad II; John and Ada Golebiewski and
Odin Golebiewski.
He will be loved always and remembered by all for his generosity, wit, and love
of life. A celebration of Mr. Goad's life will be held at a later date. In lieu
of flowers, contributions may be made to the Juvenile Diabetes Research
Foundation.