'Esquire' Legend Lois 'Embarrassed' By Cover

Don't expect to see George Lois at Esquire's next party. Advertising Age asked the legendary art director, who was responsible for many of Esquire's most famous images, what he thought of the October 2008 cover, with its flashing digital text. Lois, who has never been shy about saying what he thinks, wasn't nice:

I think they called it one of their great covers. That was shocking. I mean, it's a silly, gimicky thing. By the way, it cost a quarter-million dollars, I'm told. No, it was ridic... I was embarrassed by it. I think, to tell you the truth, most people at Hearst were embarrassed by it, because I talked to a lot of editors at Hearst and they were embarrassed by it. But I was embarrassed by it. I was embarrassed that the Esquire name was on it.

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