Watch this to find out if you’ll ever be great

 

“Effective advertising is like poison gas” the creative legend George Lois once said. “It should bring tears to your eyes, unhinge your nervous system and knock you out.” From the ‘When you got it – flaunt it’ Braniff airlines campaign to “I want my MTV”, he’s always delivered on that philosophy. And why stop at advertising? “Why be a great art director when you can be a cultural provocateur?” he says. From his phenomenal Esquire covers (now in the permanent collection at MOMA) to persuading Bob Dylan to write a song for the free Rubin ‘Hurricane’ Carter campaign, he’s always walked it like he talks it. He’s now 82 years old, still pumping and, as you’ll see from the interview (particularly the bit at 2.29!), still utterly, magnificently compromise-averse. Next time you’re about to knock the edges off an interesting idea to make it more palatable, remember his warning: “Safe, conventional work is a ticket to oblivion.”

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About antmelder
Creative Partner at DDB Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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