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Lois on...growing up
Lois on...his career
Lois on...The Big Idea
Lois on...the Esquire years
Lois on..."I want my MTV!"
Lois on...dealing with clients
Lois on...the campaigns

As only George Lois can say it!

References








Prepared by:
University of Texas at Austin
Graduate School of Advertising
ADV 382J - Fall 2003
Dr. John Leckenby

Advertising Age magazine, in its description of the top advertising talent of the 20th century says this about famed art director and creator of "big ideas", George Lois:

"Advertising's self-styled street fighter and free spirit of the creative revolution, Lois gained fame and major awards with bold, clean Doyle Dane Bernbach, Papert Koenig Lois and Lois Holland Callaway work between 1958 and 1978. He also became the youngest inductee into the Art Directors Hall of Fame. Lois' ads for Wolfschmidt vodka, Xerox, Allerest, MTV, Maypo, Wheatena, Edwards & Hanly and his Esquire covers reflected his "loosey-goosey" style and exemplified his idiosyncratic "stun 'em and cause outrage" philosophy. Never an "establishment" model citizen, Lois is defined by his powerful early work." (www.adage.com)

Throw in the creation of such big ideas such as art direction for the classic 1959 Volkswagen campaigns (for Doyle Dane Bernbach) which became legendary, creation of powerful images for Tommy Hilfiger, Aunt Jemima and ESPN,the creation of Lean Cuisine for Stouffers, Inc.,  creative that saved USA Today from extinction, and work for political powerhouse campaigns for the likes of Robert Kennedy and Lyndon Johnson, and George Lois indeed claims his position as one of the most influential art directors and creative icons of the twentieth century.

A Unique Opportunity

For the past twenty four months, I have had the unique pleasure of co-creating and serving as Executive Producer of a nationally syndicated radio program focusing on today's issues in the advertising industry (www.theadvertisingshow.com).  Part of the success and allure surrounding the program is our ability to obtain prominent industry guests.  In the spring of 2003, the founder and co-host of this program (Brad Forsythe) contacted George Lois for a June radio interview.  The interview was a huge success, and thus began a relationship with one of the most colorful figures in the history of advertising.  As of the publish date of this website, George has recently developed a national campaign for our radio program, as well as providing insight and information for a book soon to be published.  Although I have gathered and highlighted many pages of research on George in this report, the majority of information comes from the most direct source of all - George himself.  In a recent phone interview, George was asked many questions about his background, his famous campaigns, and views on several advertising topics...and believe me, George minces no words.  He tells it like he sees it, and there's no misunderstanding his message.

My goal in this report is to not only showcase the incredible creative contributions of George and the mark he has left on the industry, but to give insight into the personality - the creative mind -  of George Lois, that can not be determined just by reading articles.  You will read transcribed sections of his phone interview conducted in October 2003.  No one can tell his history better that he! 

Now, a word to the faint of heart...George is extremely creative and colorful...and so is his tongue, but this would not be a good representation of a living advertising legend if his words were censored.

Without further ado...let's find out about George Lois as only he can tell it.