Hey, Whipple, Squeeze This: A Guide to Creating Great Ads / Edition 2by Luke Sullivan
Pub. Date: 04/04/2003
In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day/i>… See more details below
In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.
Table of Contents
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?
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This book is wonderful. If you're in the store, read nothing more than the preface. If you can get past the preface without a smile, then put it back down and go away. Otherwise, you'll be tucking it under your arm and heading up front to pay for it. The entire book is based on the premise shown in the preface. Sullivan let's fly on all that's good (tons of wonderful advertisng throughout) and all that is not so good. He even lets you know where he has fallen a time or two (Ok, make that three or four... or more) Great advice throughout. He's got just the right... 'cynicism' isn't the word... viewpoint that puts you in his place and lets you know what he's thinking of the entire industry. He backs up his thoughts with statments from many who have gone on before and many contemporaries as well. Get the book.
Amazing insight expressed briefly with an added hint of humour. A great book wither you're slaving over the ad production process or just needing to brush up in order to shine in the industry.