John Chervokas
Encyclopedia
John V. Chervokas was an American
advertising
writer and executive. Chervokas created the Charmin
's Mr. Whipple
ad campaign, and wrote and coined the tagline
, "Please Don't Squeeze the Charmin", which is used by the character in the television commercial.
He was born in 1936 in Norwood, Massachusetts
. He received his bachelor's degree
in 1959 from Fordham University
. Chervokas went to work in the advertising industry following his graduation from college. In 1964, while working for Benton & Bowles
, Chevokas wrote the Mr. Whipple
commercial and created the charatcer's iconic plea to grocery shoppers, "Please Don't Squeeze the Charmin." 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" in Advertising Age
on December 25, 1972. The commercial was later named the 51st best television spot of the 20th century by Advertising Age
.
Chervokas went on to work in some of the industry's most prominent ad agencies. He served as the vice chairman and chief creative officer
of Warwick Advertising. Chervokas also worked at William Esty Co., Grey Advertising (now known as Grey Global Group
) and McCann Erickson
. He finally moved to Sudler & Hennessey, where he worked as the agency's chief creative officer and vice chairman until his retirement from advertising in 1994.
Chervokas served as the president of the school board of the Ossining, 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. He was elected as a Ossining
town supervisor
from 1998 until 2008, when he voluntarily stepped down from the position due to declining health.
Chervokas died of complications of Parkinson's disease
on July 23, 2011, at the age of 74. He was survived by his wife, Roseanna; daughter, Jessica; two sons, Josh and Jason
; and three grandchildren.
United State
United State may refer to:* Union of Russia and Belarus, sometimes called the United State * United States* United State of Electronica, the Seattle dance/rock band...
advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
writer and executive. Chervokas created the Charmin
Charmin
Charmin is a brand-name of toilet paper manufactured by Procter & Gamble.-History:The Charmin name was first created in 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. In 1950, Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other...
's Mr. Whipple
Mr. Whipple
Mr. George Whipple is a fictional supermarket manager featured in television commercials and print advertisements that ran in the United States and Canada from 1964 to 1985 for Charmin toilet paper...
ad campaign, and wrote and coined the tagline
Tagline
A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product , or to reinforce the audience's memory of a product...
, "Please Don't Squeeze the Charmin", which is used by the character in the television commercial.
He was born in 1936 in Norwood, Massachusetts
Norwood, Massachusetts
Norwood is a town and census-designated place in Norfolk County, Massachusetts, United States. As of the 2010 census, the population was 28,602. The community was named after Norwood, England...
. He received his bachelor's degree
Bachelor's degree
A bachelor's degree is usually an academic degree awarded for an undergraduate course or major that generally lasts for three or four years, but can range anywhere from two to six years depending on the region of the world...
in 1959 from Fordham University
Fordham University
Fordham University is a private, nonprofit, coeducational research university in the United States, with three campuses in and around New York City. It was founded by the Roman Catholic Diocese of New York in 1841 as St...
. Chervokas went to work in the advertising industry following his graduation from college. In 1964, while working for Benton & Bowles
Benton & Bowles
Benton & Bowles was a New York-based advertising agency founded by William Benton and Chester Bowles in 1929.-History:The agency's success was closely related to the rise in popularity of radio. Benton & Bowles invented the radio soap opera to promote their clients' products, and by 1936 were...
, Chevokas wrote the Mr. Whipple
Mr. Whipple
Mr. George Whipple is a fictional supermarket manager featured in television commercials and print advertisements that ran in the United States and Canada from 1964 to 1985 for Charmin toilet paper...
commercial and created the charatcer's iconic plea to grocery shoppers, "Please Don't Squeeze the Charmin." 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" in Advertising Age
Advertising Age
Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...
on December 25, 1972. The commercial was later named the 51st best television spot of the 20th century by Advertising Age
Advertising Age
Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...
.
Chervokas went on to work in some of the industry's most prominent ad agencies. He served as the vice chairman and chief creative officer
Chief creative officer
A chief creative officer is the highest ranking position of the creative team within a company. This position is responsible for the overall look and feel of all materials, media, and branding associated with the organization...
of Warwick Advertising. Chervokas also worked at William Esty Co., Grey Advertising (now known as Grey Global Group
Grey Global Group
Grey Group is a global advertising and marketing agency, whose slogan is providing solutions - with headquarters in New York City, and 432 offices in 96 countries, operating in 154 cities — organized into four geographical units: North America; Europe, Middle East & Africa, Asia-Pacific and Latin...
) and McCann Erickson
McCann Erickson
McCann Erickson is a global advertising agency network, with offices in more than 130 countries. McCann is a subsidiary of the Interpublic Group of Companies, one of the four large holding companies in the advertising industry....
. He finally moved to Sudler & Hennessey, where he worked as the agency's chief creative officer and vice chairman until his retirement from advertising in 1994.
Chervokas served as the president of the school board of the Ossining, New York, school district
School district
School districts are a form of special-purpose district which serves to operate the local public primary and secondary schools.-United States:...
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. He was elected as a Ossining
Ossining (town), New York
Ossining is a town in Westchester County, New York, United States. The population was 37,674 at the 2010 census. It contains two villages, the Village of Ossining and part of Briarcliff Manor, the rest of which is located in the Town of Mount Pleasant....
town supervisor
Town supervisor
Town Supervisor is an elective legislative position in New York towns. Supervisors sit on the town board, where they preside over town board meetings and vote on all matters with no more legal weight than that of any other board member .Towns may adopt local laws that allow them to provide for an...
from 1998 until 2008, when he voluntarily stepped down from the position due to declining health.
Chervokas died of complications of Parkinson's disease
Parkinson's disease
Parkinson's disease is a degenerative disorder of the central nervous system...
on July 23, 2011, at the age of 74. He was survived by his wife, Roseanna; daughter, Jessica; two sons, Josh and Jason
Jason Chervokas
Jason Chervokas is a veteran journalist, writer, commentator, entrepreneur and musician. He co-founded @NY in 1995 with Tom Watson, a pioneering Internet publishing venture and the first publication to chronicle Silicon Alley, and is the author of the Uniform Hieroglyphic blog, and the creator of...
; and three grandchildren.