James Jordan, 73; Coined Such Ad Slogans as ‘Zest-fully Clean’
James J. Jordan, credited with coining such catchy advertising slogans as “Delta is ready when you are” and “Wisk beats ring around the collar,” has died. He was 73.
Jordan, of White Plains, N.Y., died Wednesday of a suspected heart attack while snorkeling in the Virgin Islands.
A copywriter who became regarded by many as advertising’s greatest sloganeer, Jordan practiced what he called “nameonics,” a catchy phrase linking a brand name with its most important use or benefit.
In addition to the Delta and Wisk slogans, he also coined “Schaefer is the one beer to have when you’re having more than one,” “Quaker Oatmeal; it’s the right thing to do,” “How do you handle a hungry man? The Manhandlers,” for a line of Campbell soups, “Zest-fully clean” for the soap, and “Us Tareyton smokers would rather fight than switch.”
Rooted in American folk tradition and honed in radio advertising, the aural slogan was Jordan’s specialty. But during his more than four-decade career, he watched slogans crest and then wane in popularity as satire and visual images became dominant in television commercials.
A native of Germantown, Pa., Jordan grew up in White Plains, where he lived in the same house for 65 years. He was educated at Amherst College and later served on its board of trustees.
He began his career in 1952, working for what was then Batten, Barton, Durstine & Osborn, known as BBD&O;, and over 25 years rose to creative director and then president.
In 1978, he formed his own agency, James Jordan Inc., which merged three years later to become Jordan, Case & McGrath. Until his retirement in 1995, he headed the company, which changed its name according to varying partners and is now a part of Arnold Worldwide of the French company Havas.
Jordan is survived by his wife of 45 years, the former Mary Helen Cronin; three sons, Michael, James and Tom; four daughters, Mary Beth Morris, Jennifer Conley, Anne Duffy and Laura Jordan; a brother, Richard, and a sister, Judy Hall.
