“The point about unusual ideas has to be their proximity to madness. Creativity is the ultimate adrenaline rush. If you have what you consider a fantastic concept, you must drive it to the precipice. If you don’t take it to the edge, you’ve chickened out. And if you want to do great advertising, you’ll push your thought to the very rim of insanity.”
Actually, it’s exactly Ehrenzweig. The creative process is what it is, but that doesn’t guarantee the result. Lois is firm that he is an artist, and I would say that he is a conceptual artist because his work is to zing ideas at you. Most conceptual art lacks the zing. As readers of this blog know, I am a non-conceptual artist, and in my view the results are better, but as a creator of montages Lois is certainly as good as John Heartfield or Josep Renau, though to very different purposes. The great weakness of conceptual art is that to make a distinction between the likes of George Lois and any other “idea” artist one has to talk about content and party affiliation. But still, Lois is not talking team. He knows that a team can never go to the edge and over.