Hey, Whipple, Squeeze This : The Classic Guide to Creating Great Ads
The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads. Creativity is still king, but this new edition contains: * Important new chapters and updates that bring Whipple into the new digital world * New content and examples for how to use social media and other emerging platforms * Illustrate what's changing in the new world of advertising and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.
- Paperback | 400 pages
- 152.4 x 226.06 x 27.94mm | 521.63g
- 16 Mar 2012
- John Wiley & Sons Inc
- New York, United States
- 4th Revised edition
Back cover copy
Updated fourth edition of the best-selling guide now covers all media: digital, social, and traditional Veteran copywriter Luke Sullivan returns with a nearly all-new fourth edition of his classic guide to advertising. Part how-to and part expose, Hey "Whipple, Squeeze This!" is an insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry. Updated to cover the digital revolution in advertising, this "Fourth Edition" now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. You'll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories. Praise for the first edition "Luke Sullivan writes a perfect lesson in advertising for newcomers--and a familiarand laughably painful reminiscence for those of us entrenched in this noble and often crazy profession." --Lee Clow, Chairman and Global Director, TBWA\Worldwide "This business is changing like crazy, but Luke Sullivan's advice is timeless. If you're good at advertising, this book will make you better. If you're great, it'll make you greater." --Mike Hughes, President, The Martin Agency "Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 11." --Bob Barrie, Barrie D'Rozario Murphy Additional material on heywhipple.com
Table of contents
FOREWORD MIKE HUGHES xi PREFACE xiii CHAPTER 1 Salesmen Don't Have to Wear Plaid Selling without selling out 1 CHAPTER 2 A Sharp Pencil Works Best Some thoughts on getting started 14 CHAPTER 3 A Clean Sheet of Paper Coming up with an idea the broad strokes 34 CHAPTER 4 Write When You Get Work Completing an idea some fi ner touches 90 CHAPTER 5 Concepting for the Hive Mind Creativity in analog and digital 124 CHAPTER 6 Big Honkin' Ideas Putting it all together 174 CHAPTER 7 In the Future, Everyone Will Be Famous for 30 Seconds Some advice on telling stories visually 198 CHAPTER 8 But Wait, There's More! Seriously, does direct-response TV have to suck? 212 CHAPTER 9 Radio Is Hell. But It's a Dry Heat Some advice on working in a tough medium 226 CHAPTER 10 "Toto, I Have a Feeling We're Not in McMann & Tate Anymore" Working out past the edge 252 CHAPTER 11 Only the Good Die Young The enemies of advertising 258 CHAPTER 12 Pecked to Death by Ducks Presenting and protecting your work 284 CHAPTER 13 A Good Book or a Crowbar Some thoughts on getting into the business 312 CHAPTER 14 Making Shoes versus Making Shoe Commercials Is this a great business, or what? 336 SUGGESTED READING 347 BIBLIOGRAPHY 351 ONLINE RESOURCES 355 NOTES 357 ACKNOWLEDGMENTS 367 INDEX 369
About Edward Boches
Luke Sullivan is an award-winning copywriter with over thirty-three years of experience in the business at some of the elite agencies in America Fallon, The Martin Agency, and GSD&M. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business, and now chairs the advertising department at the Savannah College of Art and Design. Sam Bennett is a digital strategist at GSD&M in Austin. She began her career in digital at T3 before coming to GSD&M, where she's managed accounts of national brands like Walmart, John Deere, and BMW. For the last three years, she's focused solely on the digital strategy for Marshalls, Legacy, and Jarritos, as well as for the agency itself.