THE BOOK THE ADVERTISING AND

MEDIA WORLD HAVE BEEN WAITING FOR!

In this mind-boggling archaeological dig into his oeuvre, Lois discovers, and reveals, the influences on his unforgettable concepts as he probes the echoes in his mind’s eye, tracing over 100 of his “Big Ideas,” back to the origin of each concept. Each double-page is a visual tour de force, a blueprint of creative inspiration, and a journey of discovery that will keep your eyes shifting back and forth – between each Lois concept – and the seed that gave it life.

“George Lois on his Creation of the Big Idea is a historical wellspring – and a joy to read. Truly fabulous.”

STEVE HELLER

“The iconic adman brought a special brand of hard-living, no-bullshit swagger to1960s Madison Avenue. (A certain show mines his legacy weekly.) But George Lois matches the swagger with a taste for avant-garde design and an overriding mission to elevate ads to fine art. Evidence is on display in his new book, which feels particularly relevant these days. It’s modern art that speaks to our obsession with consumption.”

GQ MAGAZINE

“This is his best book ever, the clearest, the most inspiring of all his narratives. Lois talks about one hundred of his inspirations, revealing the leading revolutionary of the Creative Revolution of the ’60s to be a savvy connoisseur of high and low art. ”

THE NEW YORK TIMES MAGAZINE BOOK REVIEW