George Lois, Esquire & The Turbulent 60's (Written by Max Gibson)
I’m beginning to understand why people say, “Things aren’t like they used to be…” Seems like back in the day everything had a bit more flavor, an additional cup of creativity, and a handful of soul. It seems like back in the day people created things for the sake of the art, with little to no care for the bottom line. Their satisfaction lying in the actualization of their own self expression.
Although pockets of genius still lie amongst the fields of vapidity today, artists and creatives alike can still draw inspiration from the work of George Lois. Regarded as the preeminent art director of the 20th century, Lois’ artistic prowess led to the creation of over 92 iconic covers for Esquire Magazine throughout the 60’s. Nearly defining the course of popular culture throughout the tumultuous decade, Lois’ covers challenged society, forcing people to confront issues of justice, race and sexuality. An eclectic celebration of culture, Lois’ work illustrated the changing landscape of America in all its misery and glamour.
Born on June 26, 1931 in New York City, Lois was raised in the Bronx, while studying at the High School of Music and Art. Receiving a basketball scholarship to Syracuse University, Lois’ would choose to attend the Pratt Institute instead. Enrolling for only one year, he was drafted to fight in the Korean War soon after. Following the war, Lois went to work for CBS, where he created media projects for the brand.
Although well on his way, Lois’ received his big break when he partnered with Harold Hayes, fulfilling the role of art director at Esquire Magazine. The partnership would prove fruitful for both men as Lois’ and Hayes ushered in a creative revival to the field of print media. Controversial covers toting the likes of Muhammad Ali, Andy Warhol and Richard Nixon taunted the public with unbridled taste and candor. Additionally, the cover capturing a smiling Lt. Calley, took the nation by storm. An American Lieutenant responsible for the death of 104 Vietnamese during the Vietnam War, Lois’ depicted the lieutenant surrounded by four Vietnamese youth, the cover featuring Calley embracing the children with a grin on his face. The title above reading, “The Confessions of Lt. Calley” in bright yellow. Lois’ innate ability to cut right to the heart of controversy provided Esquire with unparalleled poignancy and relevance. His work becoming the fodder for conversations from the water cooler to the dinner table.
For Esquire’s 1963 Christmas cover, Lois’ imagined the first black Santa Claus, slapping the notorious Sonny Liston on the cover with a Santa Claus hat. Amidst the blaze of the Civil Rights Movement, Lois’ cover rubbed conservative Americans the wrong way, while pushing the editorial envelope even further.
While the Esquire covers altered the course of popular media, the “Lois’ Effect” was felt throughout other segments of society as well. Lending his creative lens to various companies to restructure their image and message, Lois coined the phrase, “I Want My MTV” during the birth of Music Television, launching the music network into the media giants they are today.
While print media provided Lois’ his greatest editorial achievements, the art director also created iconic branding messages for American companies. When the low calorie food brand Stouffer came to Lois in need of a concept, Lois transformed the entire image and perception of the company, creating the name Lean Cuisine.
Perhaps it was instinct, coupled with the innate foresight to predict the course of popular culture that provided Lois his poignant social commentaries. In his own eyes, Lois’ efforts were founded in enticing his audience to action, “Every instinct told me that great advertising, in and of itself, actually becomes a benefit of the product! And I can prove it: great advertising can make food taste better, cars ride smoother, and a suit fit better.” It was this instinctive awareness for rhetoric that provided Lois’ the ability to create cultural messages that could be received on a national scale. His magic, providing the blueprint for creating media with meaning.
So with all his contributions to the world of advertising, why does the creative landscape remain so bleak today? Where did all the creativity go? And is it ever coming back? Beyond advertising dollars and political correctness, Lois’ work connected to the thoughts and experiences of his audience, creating an astoundingly relevant commentary of the times. Fortunately, the work of George Lois is timeless, and will continue to inspire. Hopefully infiltrating the mind of the young creatives who are brave enough to change society once again.
