George Lois (born in 1931) is an American Art Director, designer, advertising leader and author. George Lois is best known for the for Esquire Magazine which he produced as a consultant for Esquire from 1962 to 1972, never actually being an Esquire employee. Lois' Esquire covers offered a controversial statement on life in the 1960s with subjects including Marilyn Monroe, Norman Mailer, Muhammad Ali, Andy Warhol, Germaine Greer, and Richard Nixon. In 2008, The Museum of Modern Art exhibited 32 of Lois' 92 Esquire covers.
eorge Lois became famous for what he called "The Big Idea". Running his own ad agencies, he is renowned for dozens of marketing miracles that triggered innovative and populist changes in American (and world) culture. In his twenties he was a pioneer of the landmark Creative Revolution in American Advertising. He introduced and popularized the Xerox culture; he created the concept and prototype design for the New York supplement for the Herald Tribune (the forerunner of New York magazine); made a failing MTV a huge success with his “I Want My MTV” campaign; helped create and introduce VH1; created a new marketing category, Gourmet Frozen Foods, with his name Lean Cuisine; and (by inventing yet another new marketing phenomenon) persuaded America to change their motor oil at thousands of Jiffy Lube stations. He made the totally unknown Tommy Hilfiger immediately famous with just one ad; and saved USA Today from extinction with his breakthrough “singing” TV campaign. In 1994, almost overnight, he changed the perception of ESPN from a “Demolition Derby” sports channel to the number one sports network with his dynamic “In Your Face” campaign. Additionally he created the winning ad campaigns for four U.S. Senators: Jacob Javits (R-NY); Warren Magnuson (D-WA); Minority Leader Hugh Scott (R-PA); Robert Kennedy (D-NY). His list of breakthrough ad campaigns goes on and on. Additionally, the only music video he created, Jokerman by Bob Dylan, won the MTV Best Music Video of the Year Award in 1983.
George Lois is the only person in the world inducted into The Art Directors Hall of Fame, The One Club Creative Hall of Fame, with Lifetime Achievement Awards from the American Institute of Graphic Arts, the Society of Publication Designers, as well as a subject of the Master Series at the School of Visual Arts.
In this hillarious and revealing video you hear one of George's stories told through the eyes of the first and greatest Madmen.
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