Charlie Moss, the visionary advertising executive who produced the stunningly successful “I ❤ NY” tourism campaign in the mid-1970s, died on August 5 at his home in Wainscott, NY. He was 85. By 1983, the New York Times said that $3 billion in spending by tourists was directly attributed to the campaign.

Mr. Moss also conceived Alka-Seltzer’s popular “Plop, plop, fizz, fizz” jingle and the “Flick your Bic” slogan for Bic lighters. He helped Braniff International Airways bring about “the end of the plain lane” and declared Tic Tac “the original mouth whack.”