Gary Horton

Gary J Horton, age 84, of South Haven, Michigan, passed away on July 3, 2025—just in time to secure the best seat in the house for the annual fireworks he so loved. He was a beloved husband to Karen and a devoted father to Matthew and Melissa, and grandfather to Matthew’s children, Hannah and Henry and Melissa’s dog Lexi. He was a devoted big brother to Roger and his late twin, Russell Mark Horton; brother-in-law to Bobbe Horton, Sharon Horton, and the late Robert and Francis Eberhardt; uncle to Cora Eberhardt-Swailes (Tim), Emily Horton-Smith (Andrew), Laurel Horton, Rob Horton (Stephanie), and Alison Horton-Hill (Jesse); and great-uncle to Camille Swailes, Alexa and Zachary Horton, Solomon and Xochitl Smith, Caleb and Sophie Hill, and Russell J Horton. He was preceded in death by his parents, J and Ruth Horton, brother Russel M. Horton—as well as a lifetime’s worth of appreciative horses and dogs.

Gary was born in Grand Rapids, MI on December 9, 1940. He graduated from South Haven High School in 1958, Grand Rapids Junior College in 1960—where he earned the Distinguished Alumni Award in 1992—and Michigan State University in 1962. He was a member of Sigma Kappa Theta at Junior College and Phi Delta Theta at MSU. He also served in the Michigan Air National Guard.

A celebrated advertising executive, Gary began his career marketing for Fisher Body. He then spent 13 years with Leo Burnett where he rose from copywriter to VP Creative Director leading accounts including Allstate, Kellogg’s, Memorex, Phillip Morris, P&G, United Airlines, Schlitz Beer and more. His career continued with Y&R and DMB&B where he was Deputy Managing Director and Chief Creative Officer, Chairman of the Creative Review Board and a member of the DMB&B North America Creative Council—spearheading accounts such as American Dairy Association, Cadillac, Pontiac and Amoco.

His work earned him the industry’s highest honors including Clio's, Addy's and Mobius awards—plus many more. He is known for campaigns such as “Is it live or is it Memorex?” and “You only go around once in life…go for the gusto” (Schlitz). His $50 million campaign for the Cadillac Catera—“the Caddy that zigs”—earned him mainstream publicity and was featured in Newsweek magazine. He was widely respected in the industry for his creativity, vision and leadership. Adding to his talents, he did voiceover work for many local and national TV and radio campaigns.

Upon retirement, Gary never stopped working. Serving as a Board Member of the Michigan Maritime Museum in South Haven and as Interim Director, he played a key role in the fundraising effort that brought the museum’s tall ship, the Friends Goodwill to South Haven.

In his free time, he was no stranger to running, sailing, biking (including a century ride of 100 miles), cross country skiing and entertaining friends and family.  Though Parkinson’s disease slowly took from Gary many of the things that made him who he was, he never once complained. A Celebration of Life will be held at the Michigan Maritime Museum on September 6th, 2025, at 2 p.m. 

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