Both. Depends on the book and the circumstances
Mainly the size 😅

Yes I do !

The main takeaway from George Lois:

• Be bold
• Use big ideas
• Use calls to action
• Keep your message simple

Think about today's TV and social media ads and see which ones work and which don't.

The campaign not only saved MTV.

It also redefined the music industry and diffusion with the explosion of video clips.

The concept of a 24/7 music channel has made MTV the powerhouse for any artist's promotion campaigns.

From Mickael Jackson to Nirvana.

In 1985,

Dire Straits' song "Money for Nothing" featured Sting singing "I Want My MTV" ironically in the intro.

This song made MTV "accidentally" even more iconic,

further anchoring the slogan in pop culture.

As the campaign gained momentum, the biggest early-80s stars accepted to be part of TV spots:

• The Police
• David Bowie
• Cyndi Lauper... among others

The campaign gave MTV immediate credibility by being endorsed by teens idols.

At this point, Lois had a crazier idea.

Featuring TV commercials with rock stars shouting the "I Want My MTV!" into the camera.

MTV's executives were dubitative.

The campaign took off when Lois convinced Mick Jagger to participate.

A voiceover would say,

"If you don't get MTV where you live, call your cable operator and say..."

I WANT MY MTV!

They received 1000s of calls in few days

Lois adapted a slogan from a previous campaign he did for a breakfast cereal called Maypo: "I Want My Maypo"

He came up with the slogan "I Want My MTV"

But here is the genius - one ad with one explicit instruction.

The audience itself would put pressure on cable operators.

It was impossible to target cable operators directly.

So, Lois decided to adopt another strategy to convince cable companies.

The campaign will be based on 3 marketing pillars:

1. A Call To Action
2. A memorable slogan
3. A bold and provocative idea

On the brink of failure, executives brought in legendary ad man George Lois to create a marketing plan.

After only 4 months, MTV was available in 80% of US households.

Never seen before!

What happened to make this insane change possible?

A genius stunt: let's break it down ↓

Music-TV is the first 24-hour music video channel launched in 1981

It performed poorly due to a limited availability and ad promotion close to s***

Only 1 cable network in New Jersey, while the others feared it would upset their viewers.

A definitive "no way" from them.