New York magazine called him "Pioneer... Innovator... Advertising genius... Superman of Madison Avenue... America's Master Communicator." Adman and image-maker George Lois (b. 1931) was a leader of the Creative Revolution of the 1960s and is the mind behind an astonishing array of famous branding campaigns and unforgettable magazine covers during his fifty-year career. Among Lois' creations are the celebrity-driven I want my MTV campaign; basketball bad-boy Dennis Rodman, selling Reebok, lobbing an Air Jordan into a trash can; and Yogi Berra communing with a feline in a Puss'n Boots cat food commercial. Lois joined Doyle Dane Bernbach as an art director in 1958, immediately establishing himself as the talented enfant terrible of the American advertising industry. In 1960, he left to start his own agency, Papert Koenig Lois, where his seminal ads for such clients as Wolfschmidt Vodka, National Airlines and Coty cosmetics established him as a media darling as well as a master of the provocative sell. In October 1962 he began designing revolutionary covers for Esquire magazine, among them Muhammad Ali as St. Sebastian (1968), Ed Sullivan wearing a Beatles wig (1965), and "dummy" Hubert Humphrey sitting on the lap of President Lyndon Johnson (1966). Presciently anticipating the personality-driven ad world of today, Lois was one of the first creative directors to use celebrities - brilliantly and often outrageously - to express Big Ideas in ads, commercials and music videos, even exploiting the shock of their seeming irrelevance (and irreverence) to the product being sold. As Esquire magazine wrote, "George Lois reinvented celebrity by juxtaposing Andy Warhol with Sonny Liston, topping Liston's scowl with a Santa hat, or popping Warhol into the soup to create his own Pop classic... in the process of using celebrities, his Big Ideas become Icons." $ellebrity is at once a poignant culmination of Lois' ideas and memoirs, and a showcase of 139 of his most influential celebrity campaigns for culture-bending products such as Xerox, ESPN, Jiffy Lube, Lean Cuisine, Tommy Hilfiger and USA Today, illustrated with the original ads and images. Designed by Lois himself, the book presents the stories behind the ads, explaining in Lois' entertaining, irreverent prose how the ad was conceived, how the celebrity powers the Big Idea, and the unexpected pitfalls, scuffles, and lifelong friendships that ensued as Lois "angled and tangled" with the stars. In addition to the campaigns, the book features revealing sections on Obnoxious Celebrities (The Dirty Dozen), All-Time Favorites, Heroes, Most Memorable Clients, and Hall of Fame Bosses; it also includes a chronology of his prolific life and legendary career.