Charles Atlas (born Angelo Siciliano; October 30, 1892 – December 24, 1972) was the developer of a bodybuilding method and its associated exercise program that was best known for a landmark advertising campaign featuring Atlas's name and likeness; it has been described as one of the longest-lasting and most memorable ad campaigns of all time.Atlas trained himself to develop his body from that of a "scrawny weakling", eventually becoming the most popular muscleman of his day.