A company called TruFocals asked George Lois to create an advertising campaign that would introduce its “revolutionary” new product – adjustable eye glasses – to the U.S. market. The wearer of these glasses can actually manually focus the glasses to give a clearer, undistorted vision whether reading, computing, or looking long-distance.
Almost 80, Lois hasn’t lost his touch. He did more than a mere campaign, he re-branded the company as SUPERFOCUS and produced commercials featuring celebrities (dancer Judith Jamison, actor Joel Grey and architect Richard Meier) cheerleading for the product.
“If there is a god, he’s a word god,” Lois exclaims, after learning one of the inventors of the glasses is named Dr. Super.
Read yesterdays “extra” about balloting here.