How I had never known of George Lois is strange, considering I am the biggest fan of the process of brand building, product marketing, and advertisement, and I have come to now understand that the legendary trailblazing Greek ad exec is to be considered one of the most efficient branders of all time.
Tipped off to the genius of George Lois by a colleague who also professes to admire the true kung fu behind branding, it is the story of the daring advertisements he spun off for Tommy Hilfiger in 1985 that really gets me going. Hilfiger was at the time far from the household name that it is now, but Lois loudly engineered a series of ad spots that hailed for designer Tommy Hilfiger to be considered one of a “top 4” of American fashion designers in history … with none other than Perry Ellis, Calvin Klein, and Ralph Lauren rounding out the other 3 spots!
The resulting swirl of whispers about Hilfiger from that campaign are credited by many as having finally vaunted him into the fashion spotlight.
Lois has developed quite a career for sensationalism and using the medium of advertisement as a deadly weapon in the name of social commentary. A truly amazing body of work are evident in his famed graphic direction and branding of covers for the long-time men’s magazine Esquire through the 1960s.
Who is really shaking it up in advertising and branding these days? Who dares to dream? Who is asking the tough questions?
Who is the George Lois of advertising right now?
- Moshe
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