George Lois, the hard-selling, charismatic promoting man and designer who usual a number of the most daring journal photographs of the Sixties and popularized such catchphrases and model names as “I Need My MTV” and “Lean Delicacies,” has died. He was 91.

Lois’ son, the photographer Luke Lois, mentioned he died “peacefully” Friday at his dwelling in Manhattan.

Nicknamed the “Golden Greek” and later (to his displeasure) an “Authentic Mad Man,” George Lois was amongst a wave of advertisers who launched the “Artistic Revolution” that jolted Madison Avenue and the world past within the late Nineteen Fifties and ’60s. He was boastful and provocative, keen and capable of offend, and was a grasp of discovering simply the correct picture or phrases to seize a second or create a requirement.

His Esquire journal covers, from Muhammad Ali posing because the martyr Saint Sebastian to Andy Warhol sinking in a sea of Campbell’s tomato soup, outlined the hyper spirit of the ’60s as a lot as Norman Rockwell’s idealized drawings for the Saturday Night Submit summoned an earlier period. As an advert man, he devised breakthrough methods for Xerox and Stouffer’s and helped an rising music video channel within the Eighties by suggesting adverts that includes Mick Jagger and different rock stars demanding, with mock-petulance, “I Need My MTV!”

Lois boiled it all the way down to what he referred to as the “Massive Concept,” crystallizing “the distinctive virtues of a product and searing it into folks’s minds.” He was inducted into quite a few promoting and visible arts halls of fame, and in 2008 his Esquire work was added to the everlasting assortment of the Museum of Fashionable Artwork. Martin Scorsese, Tina Brown and Graydon Carter had been amongst his admirers.

His legacy was huge, though the precise dimensions are disputed. His claims to creating the Sixties “I Need My Maypo” breakfast adverts and to inspiring the creation of New York journal have been extensively contradicted. Some former Esquire colleagues would allege that he exaggerated his position on the expense of different contributors, similar to Carl Fischer, who photographed lots of the journal’s well-known covers. However his overpowering power and confidence had been effectively recorded.

In her memoir “Fundamental Black,” former USA As we speak writer Cathie Black recalled bringing in Lois within the early Eighties to suggest a brand new promoting strategy for a publication that struggled at first over learn how to establish itself. Lois’ concept was to champion USA As we speak’s twin enchantment as a newspaper and journal, proposing the slogan, “Lots of people are saying USA As we speak is neither fish nor fowl. They’re proper!” Earlier than a gathering of the publication’s, together with founder Al Neuharth, Lois gave an Oscar-worthy efficiency, Black wrote, “bounding in like a 6-foot-3 teenager hopped up on Crimson Bull.”

“He flung his jacket to the ground, tore off his tie, then flashed one prototype advert after one other, prancing across the room and maintaining a working monologue sprinkled with jokes and profanity. It was epic, virtually scary. I used to be thrilled. When he was completed, the room sat completely silent.” All eyes turned to Neuharth, who sat “completely nonetheless, his expression hidden behind his darkish aviator glasses.” Neuharth paused, eliminated his glasses and smiled. “We’ve obtained it,” he mentioned.

Lois’ longtime spouse, Rosemary Lewandowski Lois, died in September. A son, Harry Joseph Lois, died in 1978.

Lois, the son of Greek immigrants, was born in New York Metropolis in 1931 and would cite the racism of his Irish neighborhood for his drive “to awaken, to disturb, to protest.” He preferred to say {that a} profitable advertiser absorbed as many influences as attainable, and he prided himself on his information of every little thing from sports activities to ballet. He was a compulsive drawer and for a lot of his life made weekly visits to the Metropolitan Museum of Artwork.

He enrolled in Pratt Institute, quickly met his future spouse and eloped along with her earlier than both had graduated. After serving within the Military in the course of the Korean Warfare, he joined the promoting and promotion division of CBS and in 1960 helped discovered the promoting company Papert Koenig Lois. Two years later he was recruited by Esquire editor Harold Hayes and remained till 1972, the identical yr Hayes left.

Esquire was a chief venue for the so-called New Journalism of the Sixties, nonfiction tales with a literary strategy, and the journal would publish such celebrated items as Homosexual Talese’s portrait of Frank Sinatra and Tom Wolfe’s “The Final American Hero Is Junior Johnson. Sure!” However to learn the phrases, you had to purchase the journal, and Lois’ covers launched numerous conversations.

For a canopy story on “The New American Lady,” he featured a unadorned mannequin folded right into a rubbish can. A infamous 1970 cowl confirmed a grinning Lt. William Calley, the serviceman later discovered responsible of murdering unarmed civilians within the My Lai Bloodbath, along with his arms round a pair of Vietnamese youngsters, two different youngsters behind him.

Within the mid-Nineteen Seventies, Lois was among the many public figures who led efforts to free the boxer Rubin “Hurricane” Carter from jail. Carter’s conviction for homicide was later overturned, and he was launched in 1985. Lois additionally wrote a number of books and was featured within the 2014 documentary about Esquire, “Smiling By the Apocalypse.”

Curiosity in Lois was renewed by way of the recognition of the AMC sequence “Mad Males,” however he was not flattered, writing in his e-book “Rattling Good Recommendation” that the present was “nothing greater than a cleaning soap opera set in a glamorous workplace the place fashionable fools hump their appreciative, coiffured secretaries, suck up martinis, and smoke themselves to demise as they produce dumb, lifeless promoting.”

“In addition to,” he added, “after I was in my 30s I used to be higher wanting than Don Draper.”