In front of a live audience, George Lois offered a striking response to what advertising means to him: “Advertising is poison gas. It should bring tears to your eyes, unhinge your nervous system, and knock you out.”
At least 50% of the Ugly Baby Philosophy DNA is inspired by Lois. He introduced me to the concept of the Big Idea, a principle for which I am eternally grateful.
You can witness my favorite Big Idea of his through the way he showcased what ‘Easy Rider’ meant to the counter-culture movement of the 60s.
