'Please don't squeeze the Charmin' creator dies at age 74

By Robert Marchant, The (Westchester, N.Y.) Journal News

OSSINING, N.Y. -- John Chervokas, an advertising visionary who dreamed up "Please Don't Squeeze the Charmin," will be memorialized by colleagues and family this week.

He died Saturday at age 74.

In 1964, Chervokas was a 28-year-old advertising writer for Benton & Bowles who was ordered to create a campaign for toilet tissue. He introduced a character named Mr. Whipple in what was to become one of the country's most famous advertising campaigns. Advertising Age magazine ranked it the 51st best of the 20th century.

Chervokas took pride in his creation and fondly recalled Mr. Whipple in a 2000 interview, when he was serving as Ossining town supervisor.

"I smile visibly," he said, whenever the subject came up. Said his son, Jason Chervokas, "He believed in the power of words. He was a great public speaker and a great sloganeer."

John Chervokas, who stepped down as town supervisor in 2008 for health reasons, died of Parkinson's disease at New York Presbyterian Hospital in Manhattan.

He was born Nov. 14, 1936, in Norwood, Mass., to Bronius and Anne Kurdika Chervokas. He graduated from Fordham University and went into advertising, becoming executive vice president and chief creative officer of Sudler & Hennessey before he retired in 1994.

Chervokas also wrote books on spirituality, prayer, business and motivation, including, "God, Why Did They Ever Elect Me? -- And Other Public Official Prayers."

A memorial service for Chervokas will be held Friday.

In addition to his son, Jason, Chervokas is survived by a son, Josh, a daughter, Jessica, and three grandchildren.

http://www.usatoday.com/money/advertising/2011-07-27-chervokas-charmin-obit_n.htm



Dan

'Twas a memorable ad, indeed.  :)

"Please,Don't Squeeze The Charmin".