This is probably not the biggest news story you'll hear today or the most earth shattering, but I know you'll say to yourself, I remember that commercial. The line -- “Please don't squeeze the Charmin,” -- was and has become a true classic advertising slug line. Read how it all got started after the jump.

John Chervokas, advertising visionary who dreamed up "Please Don't Squeeze the Charmin," will be memorialized by colleagues and family all this week. He died Saturday at age 74.

In 1964, Chervokas was a 28-year-old advertising writer for Benton & Bowles who was ordered to create a campaign for toilet tissue. He introduced a character named Mr. Whipple in what was to become one of the country's most famous advertising campaigns. Advertising Age magazine ranked it the 51st best of the 20th century.

Chervokas took pride in his creation and fondly recalled Mr. Whipple in a 2000 interview, when he was serving as Ossining town supervisor.

Dick Wilson, the actor who portrayed Mr. Whipple, died in 2007 at age 91.

Besides the Charmin commercial, any others pop into your head. Check out Mr. Whipple in action, back in 1981.