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Ad Man Who Penned 'Please Don't Squeeze' For Charmin Dies

John Chervokas, who is credited with having written "Please don't squeeze the Charmin" for the Procter & Gamble brand in 1964, when he was a junior copywriter, has died. He suffered a fatal stroke at age 74. The campaign featured Mr. Whipple, a Norman Rockwell-type grocery store proprietor who had to remind people to keep their hoods off the irresistibly scrunchy rolls of toilet paper.

Chrevokas, who died in New York City, went on to a career in politics, holding the post of town supervisor in Ossining, N.Y., for five consecutive terms. "Squeeze the Charmin, Not the Budget" was probably not one of his campaign tag lines.

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