gina lecture 6_sept30
TRANSCRIPT
The Big Idea + George Lois(another creative local from the
Boogie down Bronx)
AD 216: Class 6, 09/30/14Gina Collura, Creative Director
GeorgeLois(1931 - )
GeorgeLois(1931 - )
GeorgeLois(1931 - )
- Art Director- Designer
- Author- Designed 90+ Esquire magazine covers
- Went to Pratt for 1 year- Drafted into Army to fight in Korean War- After war, he worked in ad dept. at CBS
- He worked at DDB from 1959 – 1960- Then started his own shop with
Julien Koenig + Fred Papert, Papert, Koenig, Lois
GeorgeLois(1931 - )
- Known for his no BS approach, swagger, taste of avant-garde design
- He had a mission: Elevate ads to fine art (hint, hint: field trip to MOMA next week)
- Legend has it, Don Draper is loosely
based on George- He has been called the
“Original Mad Man”
GeorgeLoissaid
His weapon of choice was a new method of working called “The Big Idea”
“With words and images that catch people’s eyes, warm their hearts, and
cause them to act”
GeorgeLoissaid
“If advertising is a science, than I am a girl.”
But let’s hear it from the man, himself
George Lois @ Cannes 2013
GeorgeLois+ DDB
“My first assignment was the Kerid account, a new ear wax remover. The account guy had no information whatsoever.
But it was easy enough to understand that when you put the stuff in your ear, the wax comes out. So I took a photograph
of an ear with pencils and paper clips and stuff sticking out of it, a dynamic symbol of the strange and dangerous
objects people used to clean out ear wax. I did that ad and a bunch of others, all hot stuff. I knocked them out and slapped them all over my walls, boom-boom-boom.
No writer or anything, in one furious day. The next morning, Bernbach came to welcome me and he sees the stuff and
he asks: “Who are you working with?” I said, “I’m not working with anybody.
I don’t have a writer.” He said, “I’ll be your writer.” I said, “Great.” I found out afterwards he hadn’t been a writer for
anybody in fifteen years”.
GeorgeLois + DDB +Kerid
GeorgeLois + Wolfschmidt
Papert, Koenig, Lois
GeorgeLois + Wolfschmidt
Papert, Koenig, Lois
GeorgeLois helped Coldene become famousPapert, Koenig, Lois
GeorgeLoiswrote
GeorgeLoiswrote
GeorgeLoissaid
“The Big Idea – a surprising solution to a marketing problem, expressed in memorable verbal and/or graphic imagery.”
GeorgeLoissaid
“If you can’t describe your idea in one sentence,you don’t have a big idea.”
GeorgeLoissaid
“Big ideas can originate from a variety of sources. They can derive their electricity from that enormous reservoir of popular culture – The arts, sports, politics, history, today’s headlines”
GeorgeLois+ Esquire
1968, Muhammad Ali: impaled by six arrows appeared on the heels of his refusal to be inducted into the U.S. Army because of his religious beliefs. (Ali, convicted violating the Selective Service Act, was barred from the ring and stripped of his title.)
GeorgeLois+ Esquire
1969, Andy Warhol juxtaposed the celebration of pop culture while deconstructing celebrity. The image of a drowning Andy Warhol was a friendly spoof of the artist's famous Campbell Soup artwork, a pervading symbol of the Pop Art movement.
GeorgeLois Helped MTV become famous
GeorgeLois + Frozen food
Credited with coming up with the name, “LEAN CUISINE”
Next Week: 10/7 Class 7
Field Trip: Meet @ MOMA11 West 53rd Street (between 5th/6th Avenues)Meet @ museum, 10:15 am
We will be making ads from Fine Art (due Class 9)- Bring your camera to take high-res shots
Due in 2 Weeks: Class 8
Make It Better: 4 Ad Techniques for edible breakfast item
Assignment:Refine + polish your 4 ad technique concepts. Wall critique.