in advertising, including a stint as editor in chief of Madison Avenue magazine. He retired in 1994.His son said he was never bothered by his link to the famous toilet paper slogan.
"Embarrassed? Never," Jason Chervokas said. "To know him was to know he was proud of it."
His son said Chervokas was "a believer in the power of words" and wrote for hours each day--"poetry, prayers, an unpublished novel, he created crossword puzzles, everything."
In 2000, The New York Times invited readers to submit poems in a form it said Chervokas invented: nine lines, 45 syllables, with the first line having nine syllables, the second eight syllables and so on. One submission started: "Please/don't squeeze/the Charmin . . ."
from Daily Journal: Ad man John Chervokas, credited with 'Don't Squeeze the Charmin' tissue campaign, dies at 74
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