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Cliff Adams, the doyen of the ad jingle writers, whose prodigious output included "For mash get Smash" and "All because the lady loves Milk Tray", has died aged 78.
Adams, who together with Johnny Johnson, was responsible for about 80 per cent of the jingles heard on commercial TV since its beginning in 1955 until the mid-60s, died in St Mary's Hospital, Paddington after a short illness.
Although famous in his own right as a composer and as the arranger and presenter of BBC Radio 2's Sing Something Simple (the world's longest-running continuous music show), it is for his jingles that Adams will always be best remembered.
The latest Milk Tray commercials still feature his theme and his other well-known scores spanned products from confectionery (Murraymints and Fry's ...