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This review is from: George Lois: On His Creation of the Big Idea (Hardcover)
I realized that was what was wrong with the Super Bowl commercials the other night. No Big Ideas! Just poorly executed copies from the past. If you want to study the big idea, there is no better place to start then here. George's ideas are as relevant as they were the day they were published. The Original Mad Man. Also try When Advertising Tried Harder.