LOS ANGELES — Don Tennant, the veteran adman who created Tony the Tiger for Kellogg’s and well-known commercial jingles for clients including Pillsbury and Philip Morris, died of heart failure in Los Angeles on Dec. 8.Tennant joined Leo Burnett in 1950 and worked there for 20 years, serving in multiple creative capacities culminating in his role as worldwide creative director and chairman of Burnett’s creative review committee.In addition to Tony the Tiger, Tennant is given credit for jingles including, “You get a lot to like…filter, flavor, flip-top box,” for Philip Morris’s Marlboro cigarettes, “Nothin’ says lovin’ like somethin’ in the oven,” for Pillsbury.Upon resigning from the Chicago shop in late 1970, Tennant was named chief operating officer for the Clinton E. Frank agency. In 1973, he left to start Don Tennant Advertising which was acquired in1987 by Springfield, Missouri-based Nobel Communications Company. Tennant then continued to work as a consultant. Before he began his career as a radio and TV writer in the late 1940’s, Tennant served as a Naval officer in the Pacific during World War II. He is survived by his three children — Andy, Tim and Tracy. Andy is now a veteran television and film director (Wonder Years, Anna and the King, Ever After) and Tim, a long-time advertising and entertainment industryexecutive, is currently serving as president of integrated creative services agency Aspect. In lieu of a memorial service, the family is honoring Tennant’s wish to have a gathering to celebrate his life. The date of the event is pending.
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