John V. Chervokas | |
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| Born | 1936 (1936) Norwood, Massachusetts, United States |
| Died | July 23, 2011(2011-07-23) (aged 74–75) Ossining, New York, United States |
| Alma mater | Fordham University (B.A., 1959) |
| Occupation(s) | Advertising writer and executive |
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| Known for | Creator of Charmin's Mr. Whipple campaign and the tagline "Please don't squeeze the Charmin" |
| Office | Ossining Town Supervisor (1998-2028) |
| Spouse | Roseanna Chervokas |
| Children | 3 |
John V. Chervokas (1936 – July 23, 2011) was an Americanadvertising writer and executive. Chervokas created theCharmin'sMr. Whipplead campaign, and wrote and coined thetagline, "Please don't squeeze the Charmin", which is used by the character in thetelevision commercial.[1]
Chervokas was born in 1936 inNorwood, Massachusetts.[1] He received hisbachelor's degree in 1959 fromFordham University.[1] Chervokas went to work in the advertising industry following his graduation from college. In 1964, while working forBenton & Bowles, Chevokas wrote theMr. Whipple commercial and created the character's iconic plea to grocery shoppers, "Please don't squeeze the Charmin."[1] The commercial proved a massive hit with consumers.
Chervokas did not publicly take credit for his work until he published a first-person piece entitled "Confession of a Creative Chief: "I Squeezed The Charmin" inAdvertising Age on December 25, 1972.[2] The commercial was later named the 51st best television spot of the 20th century byAdvertising Age.[1]
Chervokas went on to work in some of the industry's most prominentad agencies. He served as thevice chairman andchief creative officer of Warwick Advertising.[1] Chervokas also worked atWilliam Esty Co.,Grey Advertising (now known asGrey Global Group) andMcCann Erickson.[1] He finally moved toSudler & Hennessey, where he worked as the agency's chief creative officer and vice chairman until his retirement from advertising in 1994.[1]
Chervokas served as the president of the school board of theOssining, New York,school district during the 1970s. Following his retirement from advertising, he became the president of the Greater Ossining Chamber of Commerce during the middle of the 1990s.[1] He was elected as anOssiningtown supervisor from 1998 until 2008, when he voluntarily stepped down from the position due to declining health.[1]
Chervokas died of complications ofParkinson's disease on July 23, 2011, at the age of 74.[1] He was survived by his wife, Roseanna; daughter, Jessica; two sons, Josh andJason; and three grandchildren.[1]
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