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Advice from AdMan George Lois

By: Dwayne W. Waite Jr.

"Damn Good Advice," actually. George Lois, the art director who is believed to be the man who Don Draper is supposed to be inspired by, wrote a book about how young talented creatives can release their creativity and flourish in AdLand. NPR interviewed Lois as he talked about his book, growing up and testing his talent, his favorite advertisements, and his days at the Doyle Dane and Bernbach agency, one of the shops that led the "Creative Revolution" with legend Bill Bernbach.

As an art director, one would think that he would follow the thought of creating the visual first and then the words. Not so much. Lois thought that the words should come first, and then be followed by a powerful and moving visual. His explanation was that a line or slogan that should be memorable. Lois believes that a stunning image with compelling copy makes great advertising.

"It's as simple as that."

George mentioned some of his favorite ads and slogans, like the "I want my MTV" and the 1957 campaign for Levy's Jewish Rye. He enjoyed the ads (the former he did, the latter was done by a colleague) because the copy was good, and the visuals were captivating. When was the last time you saw a Native American Indian, an Irish policeman, and a Chinese waiter all chomping into a sandwich in an advertisement? It would be as shocking now as it was then. Though, surely, there were less advocacy and PC-police back then.

"You Don't Have to be Jewish to Love Levy's Jewish Rye."

Lastly, Lois is still a fervent believer that creativity can solve any problem we face. In the article he is quoted as saying, "The creative act, the defeat of habit by originality, overcomes everything." He then describes his mentor method with young learners; that every idea should "seemingly be outrageous." What exactly does that mean? It means that if we come up with ideas or messages that fit the mold, we are not being creative enough. We're not only delving into our creative pockets to find that perfect line or that stunning piece of creative. People should have to look step back and take a look at what you had to say. But once it is consumed, it should make perfect sense.

Though breaking a habit is tough, and we love to hold onto the same creative process we've been doing, breaking that habit is where solid creative and good advertising comes from. If the guy who was behind Xerox, Jiffy Lube, Esquire Magazine, and the introduction of Aunt Jemima believes this, it doesn't hurt to try it out.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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