Hey, Whipple, Squeeze This: A Guide to Creating Great Ads / Edition 2

Hey, Whipple, Squeeze This: A Guide to Creating Great Ads / Edition 2

4.7 3
by Luke Sullivan
     
 

Veteran copywriter Luke Sullivan returns with an updated edition of his irreverent warts-and-all look at the advertising industry. Part how-to book and part exposé, Hey Whipple, Squeeze This is both an insider's guide to writing great ads and an unapologetic send up of all that's heavy-handed, dim-witted, and ineffectual in the industry.

Updated to include the

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Overview

Veteran copywriter Luke Sullivan returns with an updated edition of his irreverent warts-and-all look at the advertising industry. Part how-to book and part exposé, Hey Whipple, Squeeze This is both an insider's guide to writing great ads and an unapologetic send up of all that's heavy-handed, dim-witted, and ineffectual in the industry.

Updated to include the latest campaigns, this edition presents a real-world look at the day-to-day operations of today's ad agencies and examines the good, the bad, and the downright ugly ads the industry produces. Sullivan provides pointers, tips, and guidelines on how to write and produce ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories.

PRAISE FOR THE FIRST EDITION:

"Luke Sullivan writes just about as relevant an advertising read as you can get. It's a perfect lesson in advertising for newcomers—and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
—Lee Clow, Chairman, TBWA\Chiat\Day, Chief Creative Officer, Worldwide

"Luke Sullivan knows the business and writes about it with . . . gentle wit and insight."
—Dan G. Wieden, Wieden & Kennedy

"The most informative and entertaining book about life as it really is in the creative department of an advertising agency. Even account men could write great ads after reading it."
—Tim Delaney, Leagas-Delaney, London

"In an advertising world filled with glib, fast-talking 'experts' more adept at arranging lunch than writing ads, Luke Sullivan is the exception. Here, at last, is a step-by-step primer for anyone interested in writing effective, powerful, breakthrough ads."
—Tom McElligott, cofounder, Fallon McElligott

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Product Details

ISBN-13:
9780471281399
Publisher:
Wiley
Publication date:
04/04/2003
Series:
Adweek Magazine Series, #7
Edition description:
REV
Pages:
304
Product dimensions:
6.10(w) x 9.01(h) x 0.86(d)

Meet the Author

LUKE SULLIVAN is an award-winning copywriter with over twenty years in the business at some of the elite agencies in America—Fallon McElligott, The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

Table of Contents

Preface.

Chapter 1. Salesmen Don't Have to Wear Plaid: Selling without selling out.

Chapter 2. A Sharp Pencil Works Best: Some thoughts on getting started.

Chapter 3. A Clean Sheet of Paper: Making an ad—the broad strokes.

Chapter 4. Write When You Get Work: Making an ad—some finer touches.

Chapter 5. In the Future Everyone Will Be Famous for 30 Seconds: Some advice on making television commercials.

Chapter 6. Radio Is Hell, But It's a Dry Heat: Some advice on working in a tough medium.

Chapter 7. "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working out past the edge.

Chapter 8. Only the Good Die Young: The enemies of advertising.

Chapter 9. Pecked to Death by Ducks: Presenting and protecting your work.

Chapter 10. A Good Book or a Crowbar: Some thoughts on getting into the business.

Chapter 11. Making Shoes versus Making Shoe Commercials: Is this a great business or what?

Suggested Reading.

Bibliography.

Acknowledgments.

Notes.

Ad Credits.

Index.

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