Ad man credited with ‘Don’t Squeeze’ campaign dies

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WHITE PLAINS, N.Y. (AP) - John Chervokas, an advertising man and wordsmith who was credited with creating the “Please Don’t Squeeze the Charmin” advertising campaign, has died at age 74.

His son Jason Chervokas says his father died Saturday at New York Presbyterian Hospital in Manhattan. He lived in Briarcliff Manor, N.Y.

Chervokas said the image of housewives squeezing fruit in a supermarket inspired the toilet tissue campaign in 1964. He was a junior copywriter at the time.

The Charmin campaign was listed among Advertising Age’s top 100 of the 20th century

Another man claimed in 2007 that he wrote the slogan, but Advertising Age credits Chervokas.

Chervokas also wrote poetry, created crossword puzzles and was town supervisor of Ossining, N.Y. He worked in advertising until 1994 and retired from government in 2008.

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