F. William Free: The Controversial Advertising Executive Behind "I'm Cheryl, Fly Me"

A Pioneer in Advertising

F. William Free, an American advertising executive, is best remembered for his controversial 1971 advertising slogan for National Airlines, "I'm Cheryl, Fly Me." This campaign, though criticized by women's rights groups, led to a significant increase in revenue per passenger mile for National Airlines.

Career Highlights

Free began his advertising career in 1950 as a junior art director at N. W. Ayer & Son in Philadelphia. He worked his way up the ranks, becoming creative director of the Marschalk Company in 1959. During his time at Marschalk, Free introduced New York to the first soda brands added by the Coca-Cola company, including Sprite, Tab, and Fresca.

Fresca Campaign

One of Free's most notable campaigns was for Fresca, a citrus-flavored soda. In 1967, he created a memorable commercial that labeled Fresca as having the "frosty taste of a blizzard." The day after the ad was first shown, a foot of snow fell in New York. Free took advantage of the coincidence, photographing himself with a bottle of Fresca in hand and taking out a full-page newspaper advertisement in The New York Times the next day, apologizing to New York.

Founding F. William Free & Company

In 1969, Free opened his own agency, F. William Free & Company, with his wife, Marcella. This marked the beginning of a new era in his career, during which he created some of his most iconic campaigns.

Controversial Advertisements

Free's campaign for National Airlines, "I'm Cheryl, Fly Me," caused widespread controversy among women's rights groups, who protested outside his office in New York City carrying signs reading "I'm Bill, Fire Me." Despite the backlash, the campaign was a financial success for National Airlines. Free followed up with another ad, "I'm Eileen, Fly Me," featuring an 8-year-old girl who aspires to be a flight attendant.

Silva Thins Cigarettes Campaign

Another notable campaign by Free was for Silva Thins cigarettes of the American Tobacco Company. This campaign showcased his ability to create buzz around a product, even if it was controversial.

Legacy

F. William Free's legacy in the advertising world is marked by his ability to create controversy and publicity around his campaigns. While some of his ads may have been offensive to certain groups, they undoubtedly left a lasting impact on the industry. Free's work continues to be studied by advertising professionals and students alike, serving as a reminder of the power of bold and provocative advertising.

Awards and Honors

Free received numerous awards and honors for his work, including recognition from the Advertising Club of New York and the American Advertising Federation.

Personal Life

Free passed away on January 1, 2003, leaving behind a legacy in the advertising world. His wife, Marcella, was not only his business partner but also his partner in life. Together, they built a successful advertising agency that bore their name.

Influence on Modern Society

F. William Free's work continues to influence modern advertising. His campaigns, though sometimes controversial, pushed the boundaries of what was deemed acceptable in advertising. Today, advertisers still draw inspiration from his bold and provocative approach.