This book will be an ispiration to anyone interested in making truly great advertising - that works!. No, it's not a 'how-to' guide in the purest sense, but if you have a clue, this book is amazing. Inspirational stories of the creation, selling and making of some the great campaigns on the 20th century, and an insight into the mind of the one of the best Art Directors of all time. Get this book if you have a passion for advertising and want to learn more, or if you just like a well written inspirational read. You should also look up 'The Art of Advertising" by Lois.
I read this book a few years back while in college. While some of the mechanics of the industry at that time are a little dates, it doesn't harm this one iota. Lois's voice, attitude, and vast experience as a creative in the ad industry are what you truly learn from. His concept of the "Big Idea" as a stepping stone to building a successful campaign is as correct today as it was in the early 90s (when this book was written).
I would recommend this to anyone who wants to enter the ad industry. It will not only give you a great education but provide you with the enthusiasm for your work that Mr. Lois has had for decades.
Always entertaining, George Lois always cuts to the chase of what he thinks is important in advertising and commercial art. There's go getting around that George's head is as big as his ideas. But he has a proven track record to back up his approach. After working fourteen years in advertising myself, I was reminded of 'that which could have been' if my colleagues and clients had been bolder and braver.
George Lois is rightfully an advertising legend, but anyone hoping to learn how to find the "big idea" from this book will probably be disappointed. The book is mostly a series of ad biz reminiscences, in which Lois talks about what a crazy, clever fellow he is. As a historical overview of 50s, 60s and 70s advertising, it's interesting -- but for a better "how to" book, I'd recommend "Hey Whipple Squeeze This" by Luke Sullivan or "Cutting Edge Advertising" by Jim Aitchison instead.