John Garretson Gaston II ’39

Mow died of complications from Alzheimer's disease and emphysema April 19, 2005, at Heath Village in Washington Township, N.J. He and Anne, his wife of 59 years, had only recently moved to Heath Village after a lifetime in the New Jersey countryside, having horses for fox hunting and enjoying rural life in general.

A naval officer in the North Atlantic fleet during World War II, Mow was awarded the Navy Cross for coming to the aid of an oil tanker that had been torpedoed by a German submarine.

His business career started at McCann-Erickson, when he created ad campaigns for many clients, most memorably Esso, for whom he contributed "Put a tiger in your tank." Mow credited this line to fond memories of Princeton, and soon tiger tails were a national presence. In the mid-1960s Mow left McCann to work directly for Exxon Technology, creating sales material for its oil refineries around the world. He retired at 80 to work to improve the environment as president of the Somerset Bridle Path Association and to sail his 22-foot catboat, Tiger II.

Mow is survived by Anne; daughter Leigh; son John G. III; two stepsons; 10 grandchildren; and one great-grandchild. We offer them our sincere sympathy.

The Class of 1939