Big Think Interview With George Lois | Summary and Q&A

TL;DR

George Lois shares his journey in becoming one of the most influential figures in advertising and emphasizes the importance of creativity in communication.

Key Insights

• 👻 Creativity is essential in advertising and communication, as it allows for unique and impactful solutions.
• 🥺 The creative revolution in advertising during the 60s and 70s was led by figures like George Lois, who introduced innovative approaches to the industry.
• 💖 Advertising has the power to challenge societal norms, provoke thought, and spark cultural conversations.

Transcript

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Questions & Answers

Q: What was George Lois' epiphany in his design class?

George Lois had an epiphany when his design teacher gave the class an assignment to create a design using rectangles. While students around him created various shapes and designs, Lois sat still for an hour and a half. When questioned by his teacher, he handed in a rectangle with his name signed on it, emphasizing the importance of unique and surprising solutions.

Q: How did George Lois contribute to the creative revolution in advertising?

Lois started his own ad agency, which became one of the leading agencies during the 60s and 70s. He introduced a new approach to advertising, combining graphic design and writing to create impactful campaigns. This revolutionized the industry, making advertising more creative, exciting, and thought-provoking.

Q: How did George Lois challenge societal norms through advertising?

Lois used his creativity in advertising to challenge societal norms and bring attention to important issues. He created controversial covers for Esquire magazine, addressing topics such as the Vietnam War and racial tensions. His work helped change people's perceptions and contributed to the cultural and political discourse of the time.

Q: Why does George Lois emphasize the importance of creativity in advertising?

According to Lois, creativity is the key to solving any communication problem and creating memorable advertising. He believes that every piece of work should be surprising, unique, and thrilling to capture the audience's attention. Lois encourages young designers to have a deep understanding of the world, culture, and history to fuel their creativity.

Summary & Key Takeaways

• George Lois discovered his passion for drawing at a young age and developed his skills through high school and design courses.

• He had an epiphany in his design class, realizing that every communication problem presented an opportunity to create something unique and exciting.

• Lois started his own ad agency, which triggered the creative revolution in advertising during the 60s and 70s, becoming a pioneer in the industry.