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Cheeseface
Cheeseface
Cheeseface
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Mr. Cheeseface
Cheeseface on the cover of National Lampoon
SpeciesDog
BreedMongrel
SexMale
Bornc. 1968 or 1969
Died1976 (aged 7-8)
East Charleston, Vermont, U.S.
Cause of deathShot by a hunter
Known forAppearing on a 1973 cover of National Lampoon magazine
OwnerJimmy De Pierro
Offspring8

Cheeseface (c. 1968 or 1969 – 1976) was a dog who featured on the famous "Death" issue of the National Lampoon magazine, released January 1973. The cover, photographed by Ronald G. Harris,[1] showed the dog with a gun pointed to his head, and the caption "If You Don't Buy This Magazine, We'll Kill This Dog".

In early 1976, Cheeseface was shot and killed on the farm where he lived with his owner, Jimmy De Pierro, in East Charleston, Vermont, by an unnamed hunter. As of a report in 2020, the identity and motivation of the assailant was unknown.[2]

In 2005, the cover was voted No. 7 in the Top 40 Magazine Covers of the Last 40 Years by the American Society of Magazine Editors.[3][4]

See also

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References

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Cheeseface

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Cheeseface (1969–1976) was an American dog who gained fame as the subject of the January 1973 "Death" issue cover of National Lampoon magazine. The photograph by Ronald G. Harris depicted the mixed-breed mutt with a .38-caliber revolver to his temple and the caption: "If You Don't Buy This Magazine, We'll Kill This Dog." Art directed by Michael Gross, the cover was a hallmark of the magazine's satirical style and ranked seventh on the American Society of Magazine Editors' list of top 40 magazine covers of the prior 40 years (2005). It helped increase National Lampoon's circulation and established Cheeseface as an icon of dark humor. Adopted as a in , by Jimmy De Pierro—who later became a New York City courier—Cheeseface (originally named Chiisai) accompanied his owner on travels across the . By 1976, they had relocated to East Charleston, Vermont. In early August 1976, Cheeseface was shot and killed in Vermont's after wandering off the property. De Pierro suspected a local hunter and filed a against David Bradshaw seeking $61,027 in damages for the dog and related losses, which was later dismissed. Theories of a targeted killing due to fame were rejected by De Pierro. The real event mirrored the cover's mock threat, adding irony. Cheeseface's story is referenced in Josh Karp's 2006 book and the 2018 film adaptation. A minor character named Cheeseface appears in the New Zealand series , a spin-off of What We Do in the Shadows.

Early Life

Birth and Naming

Cheeseface, a black-and-white male , was born in the summer of in a communal house in , amid the vibrant scene of the era. As a in this free-spirited environment, he was exposed to a that included "acid freaks," with rumors persisting that he may have been inadvertently dosed with hallucinogens, contributing to his later scrappy and resilient personality. In 1969, Jimmy De Pierro, then traveling cross-country with his girlfriend in a 1954 Ford panel , acquired Cheeseface from one of the young women in the Berkeley house. De Pierro instantly bonded with the and convinced the owner to let them take him eastward, marking the beginning of their lifelong companionship. Initially named Chiisai—a mispronounced Japanese word for "small"—the dog's moniker was soon changed during their journey. The renaming occurred outside when De Pierro discovered Cheeseface covered in cheese from a spilled bag of Locatelli, prompting the exclamation, “‘Why, you fuckin’ cheese-face motherfucker! From now on, I’m calling you Cheeseface!’” This playful incident solidified the name that would define the throughout his life, reflecting the whimsical and irreverent spirit of his early guardians.

Upbringing in California and New York

Cheeseface was raised in a free-range style in , starting from the summer of 1969, when he was acquired as a black-and-white puppy by owner Jimmy De Pierro and his then-girlfriend during their cross-country travels. Living in a communal house, he roamed the neighborhood freely, reflecting the era's countercultural emphasis on unstructured, communal lifestyles. Around 1970, De Pierro relocated with Cheeseface to the East Coast, settling in where he worked as a courier for the Coleman Younger Motorcycle Messenger & Trucking Co. Cheeseface accompanied De Pierro on his routes, often riding along to help deter vehicle towing by authorities, which honed the dog's adaptability to urban environments. During his time in New York, Cheeseface appeared in a print advertisement for a . Described as a "scrapper" with a bold and adventurous personality, Cheeseface was known for never losing a fight but wisely choosing his battles, establishing him as a street-smart urban dog by early 1973 when he was approximately three years old.

National Lampoon Appearance

The "Death" Issue Context

The January 1973 issue of National Lampoon, a pioneering magazine renowned for its irreverent , was themed around "". This edition took a darkly comedic approach to mortality, featuring parodies of cultural attitudes toward death, including spoofs on homes, obituaries, and existential dread, all within the magazine's signature boundary-pushing style. The cover concept was devised by Michael Gross to generate buzz and drive sales through provocative , drawing on an earlier advertising idea of escalating mock threats to situations commonly seen in media. Gross adapted this into a single, striking image for the "Death" theme, emphasizing the magazine's willingness to blend humor with taboo subjects. Cheeseface, a black-and-white mutt, was selected for the cover through the New York connections of Jimmy De Pierro, who had ties to animal talent agencies; the dog was approximately three years old at the time of the shoot. The resulting cover bore the caption "If You Don't Buy This Magazine, We'll Kill This Dog," which amplified the issue's dark humor and became one of the most iconic examples of the magazine's edgy sensibility.

Cover Photography and Design

The cover photograph for the National Lampoon's January 1973 "Death" issue, featuring Cheeseface, was captured by photographer Ronald G. Harris in late 1972 at his Chelsea studio in New York. The image depicts the black-and-white mutt seated against a stark blue background, with an unseen hand pressing a revolver directly against the side of his head, creating a stark and unsettling visual that tied into the issue's morbid theme of mortality. Harris conducted an all-day shoot with the professional dog and his trainer, employing various techniques to elicit the desired reaction from Cheeseface. A key element of the cover's impact stems from Cheeseface's wide-eyed, terrified sideways glance toward the , which has sparked ongoing about how it was achieved. Harris attributed the expression to the sound of the unloaded revolver's trigger being pulled—a sharp clicker noise that startled the dog without any real danger—after earlier attempts with shouting, clapping, and other noises failed to produce the effect. Conversely, the dog's owner, Jimmy De Pierro, claimed the reaction resulted from the gun's barrel brushing against Cheeseface's ear, diverting his attention from a threatening positioned off-camera to heighten the tension during the session. This raw, authentic fear in the dog's eyes elevated the beyond a mere prop setup, contributing to its visceral power. Art director Michael Gross handled the overall design, integrating the photograph with minimalist elements to amplify the controversy: the simple blue backdrop isolated the subject, while the bold caption—"If You Don’t Buy This Magazine, We’ll Kill This Dog"—was positioned below in stark white text, directly implicating the reader in the implied threat. Gross's choices emphasized , blending the gun's menacing proximity with the caption's extortionate tone to provoke immediate unease and discussion within media and circles. The cover idea originated from Ed Bluestone, but Gross's execution ensured its seamless fusion of image and text for maximum provocative effect.

Relocation to Vermont

Move and Settlement

In the summer of 1976, Cheeseface relocated to East Charleston in 's , accompanied by his owner Jimmy De Pierro and De Pierro's partner, Kathy Daye, following years of nomadic travel after the dog's time in New York. This move marked a significant shift after Cheeseface's fame from the 1973 National Lampoon cover, as De Pierro sought to establish a homestead in a quieter rural setting. The transition placed Cheeseface at the homestead on 10 Mile Square Road, a stark contrast to his previous street-roaming days in New York and earlier free-range experiences in . De Pierro described the relocation as an opportunity to provide Cheeseface with ample space to resume his independent habits, allowing the to explore the wooded and open areas freely. Cheeseface adapted to the rural lifestyle by wandering the property and encountering local , such as deer and smaller animals. This period represented a return to a more natural, unconfined existence for the , aligning with De Pierro's vision of a serene homestead life.

Family and Daily Life

Upon relocating to in 1976, the household included De Pierro's partner Kathy Daye and their newborn son James, born in July 1976. Cheeseface established a pack that included four of his eight puppies sired earlier from a liaison with a Saint Bernard named Bertha in . These puppies—St. Meathead, Twoface, Bonehead, and Flopface—accompanied Cheeseface and his owner to the homestead in East Charleston, where one puppy, Flopface, ran off a few weeks after arrival; Cheeseface asserted himself as the dominant pack leader among the remaining dogs. The group integrated into the rural household, which featured a modest $4,000 home on 10 Mile Square Road. Cheeseface's daily routine revolved around free roaming across the property and surrounding areas, often venturing out to chase local such as deer, which occasionally sparked tensions with neighboring landowners. He interacted playfully yet assertively with his puppies and other homestead animals, maintaining his role as the central figure in the pack's dynamics. This lifestyle allowed Cheeseface to thrive in the open countryside, far removed from his urban New York origins. His personality remained that of a dominant yet selective fighter—a "scrapper" who engaged in confrontations judiciously, avoiding unnecessary brawls while fearlessly patrolling his territory against perceived threats from deer or stray animals. In this rural setting, Cheeseface's high-spirited nature persisted, marked by a wariness of loud noises like thunder but an overall boldness that endeared him to the family while reinforcing his leadership among the dogs.

Death and Mystery

The 1976 Shooting

In early August 1976, Cheeseface, then approximately seven years old, was killed by a single while roaming near his owner's farm in East Charleston, . The incident took place during what was described as typical deer-chasing behavior common among free-roaming s in the rural , though Cheeseface had been missing for two weeks prior, possibly in pursuit of a female in heat. De Pierro was informed of the shooting following an admission by an unnamed local hunter, who approached owner Jimmy De Pierro to confess the shooting and claimed the dogs had been preying on deer. De Pierro later recounted a peculiar premonition in Cheeseface's behavior shortly before his disappearance, noting the dog's unusual fear during a : "I think he knew what was going to happen to him. I think he knew he was gonna get shot." This event underscored the risks of the family's rural lifestyle, where dogs often wandered freely amid . The shooting also affected other dogs on the property: Cheeseface's offspring and Bonehead were killed, while St. Meathead sustained a but survived. Although the hunter ruled the deaths a legitimate response to deer-chasing—legal for game wardens but questionable for civilians—rumors persisted of deliberate targeting motivated by Cheeseface's fame from the National Lampoon cover. De Pierro dismissed such conspiracy theories as unfounded, emphasizing instead the practical dangers faced by farm dogs. The primary suspect in the shooting of Mr. Cheeseface and his companions was David Bradshaw, a neighbor in Charleston, , whom Jimmy De Pierro accused of carrying out the act without legal authority after allegedly admitting to it and showing evidence of deer graves. Bradshaw denied any involvement in the incident. In November 1976, De Pierro and Kathy Daye filed a civil lawsuit against Bradshaw seeking $51,027 in damages, which included $25,000 each for the emotional distress caused by the deaths of Mr. Cheeseface and Twoface, $1,000 plus $27 in veterinary bills for injuries to St. Meathead, and $10,000 for Mr. Cheeseface's modeling value. Bradshaw responded by filing a $100,000 counterclaim against De Pierro for libel and emotional damage stemming from an open letter about the shooting. Both the lawsuit and counterclaim were ultimately dismissed. The dismissal left the shooter's identity unresolved, with ongoing uncertainty surrounding the case. As of 2018, De Pierro expressed a desire for , stating his wish to make peace with the individual responsible without further harm.

Legacy and Cultural Impact

Recognition in Magazine History

The cover of the January 1973 "Death" issue of National Lampoon, featuring Cheeseface with a pressed to his head and the caption "If You Don't Buy This Magazine, We'll Kill This Dog," garnered significant recognition as a landmark in magazine publishing history. In 2005, the American Society of Magazine Editors (ASME) ranked it No. 7 on their list of the Top 40 Magazine Covers of the Last 40 Years, highlighting its provocative and enduring impact on visual storytelling in periodicals. This accolade underscored the cover's role in elevating National Lampoon from a niche humor publication to a cultural phenomenon during the . The controversy surrounding the cover, which sparked debates over and ethical boundaries in , directly contributed to a surge in sales for National Lampoon. Circulation grew from approximately 167,000 copies per issue in 1970 to over 700,000 by 1973, exemplifying the era's satirical tactics that leveraged shock to drive readership and challenge conventional magazine marketing. Preserved in digital archives such as the , the full issue remains accessible for scholarly review, ensuring its availability for future analysis of 1970s . Reproductions of the cover appear in retrospectives like the 2010 book Drunk Stoned Brilliant Dead: The Writers and Artists Who Made the National Lampoon Insanely Great, which compiles key artifacts from the magazine's to illustrate its comedic legacy.

Depictions in Books and Media

Cheeseface, the dog featured on the iconic 1973 National Lampoon cover, has been portrayed in various literary and media works as a symbol of the magazine's provocative humor and the ensuing tragedy of his . In Josh Karp's 2006 biography : How Doug Kenney and National Lampoon Changed Forever, Cheeseface is depicted as a central element in the magazine's "Death" issue, highlighting the creative chaos behind the photoshoot and the cultural impact of the cover, which Karp notes briefly in recounting the staff's bold tactics to boost sales. The 2018 Netflix biographical comedy-drama film , based on Karp's book and directed by , recreates the cover photoshoot, portraying the behind-the-scenes efforts to produce the controversial image. The 2018 investigative article in Seven Days magazine, titled "Who Shot Mr. Cheeseface? The Vermont Demise of a Famous Mutt," delves deeply into the mystery surrounding the dog's 1976 shooting, framing it as a potential act tied to his fame from the Lampoon cover and exploring eyewitness accounts and unresolved questions without sensationalism. Online discussions have fueled theories portraying Cheeseface's death as an motivated by his celebrity status, with some speculating that an admirer or critic tracked him to his farm to mimic the cover's threat, though these remain unverified and often debunked by those close to the incident. A account, @dogCheeseface, actively commemorates the dog through posts sharing Lampoon memorabilia and humorous tributes, amassing followers interested in pop culture icons. Cheeseface also inspired a minor character—a named Cheeseface—in the 2018 New Zealand television series (a spinoff of What We Do in the Shadows), portrayed by , who dies at a 1977 party.
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