In Matters Of Style, Swim With The Current...
While many of Life’s covers featured inspirational women and its pages were devoted to in-depth interviews and biographies, its advertisements were very much guilty of typical degrading sexism. This was all par for the course during Lois’ Esquire years and is a perfect example of what he contested.
F. William Free, the ad exec responsible for the National Airlines ‘Fly Me’ ad, was the archetypical example of someone selling sex in a very predictable matter. The fact that his ads increased revenue was an all too perfect solution to the NOW protests. This “ethical consequences be damned as long as there is profit” mentality is a tiresome ongoing narrative.
George Lois, once again, came to the rescue. What could have been a simple concept and an easy sell, turned into a brilliant use of celebrities, the odd juxtaposition of which raised influence and public involvement. Lois was wisely able to accomplish this with no condescension toward 50% of the audience.