The sleeper hit of Cannes Lions was legendary director Joe Pitka’s documentary “Lunch with George (Lois) and Ed (McCabe),” set in New York’s famed Four Seasons Restaurant in the final days before the iconic eaterie closed.
The homage to the golden years of advertising is a conversation between the greats about the best ads ever made, the legends in the industry and the design of the iconic restaurant for which Lois coined the phrase “power lunch,” in a tiny NY Times ad and where he ate over 8,000 meals.
Pytka blasts Four Seasons and Seagram building landlord Aby Rosen for “ruining” the famed eatery by detailing the brilliance of the design and its art, accompanied by a photo of the mogul’s taste in art: a pile of s*** by Jeff Koons.
Under a photo of a smug, bare-chested, cigar smoking Rosen, a famed modern art collector, is the caption “Money Talks, Bullshit Walks.”
Rosen’s company RFR Holdings famously refused to renew the Four Seasons’ lease last year, and owners Julian Niccolini and Alex von Bidder were forced to move the restaurant out of its home for nearly 50 years.
Rosen has since teamed up with Major Food Group’s Mario Carbone, Jeff Zalaznick and Rich Torrisi to launch new restaurant The Grill in the space, without making any changes to its landmarked features.
Recalling the Four Seasons’ heyday, Lois tells the story of Sophia Loren dancing on the eaterie’s iconic pool’s edge only to slip and fall in, submerged for 4 whole seconds, as the room fell silent. When she burst forth, it was Anita Eckberg style, grinning, to the standing ovation of the room.