George Lois is advertising’s most famous art director, the original “Mr. Big Idea.” Time magazine called Lois, “a media renaissance man… an iconoclastic genius… a legendary advertising guru.” He founded the creative revolution that spawned modern advertising, as his iconoclastic talent created icons – dramatizing the problems, solutions, foibles, and promises of American life. Indeed, most astute media critics recognize Lois as a pioneering avant-garde mover of the culture. In this mind-boggling archeological 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 more than one hundred 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 is an adman-genius, an innovative thinker, a creator of cultural stigmas of advertising that lasts forever. Lois is the author of several books including Iconic America and $ellebrity, and his Esquire covers are in the permanent collection at The Museum of Modern Art. He has also received the Lifetime Achievement Award from the American Institute of Graphic Arts.