Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

Paperback

$22.50 $25.00 Save 10% Current price is $22.5, Original price is $25. You Save 10%.
View All Available Formats & Editions
Choose Expedited Shipping at checkout for guaranteed delivery by Wednesday, January 23

Product Details

ISBN-13: 9781119164005
Publisher: Wiley
Publication date: 02/01/2016
Pages: 448
Sales rank: 193,973
Product dimensions: 6.00(w) x 8.90(h) x 1.10(d)

About the Author

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.

Read an Excerpt

Click to read or download

Table of Contents

PREFACE VII

INTRODUCTION: ON BEING THE SECOND-SMARTEST PERSON IN THE ROOM. IX

CHAPTER 1 A Brief History of Why Everybody Hates Advertising

And why you should try to get a job there. 1

CHAPTER 2 The Creative Process

Or, Why it’s impossible to explain what we do to our parents. 17

CHAPTER 3 Ready Fire! Aim

Or, What to say comes before how to say. 31

CHAPTER 4 The Sudden Cessation of Stupidity

How to get ideas—the broad strokes. 47

CHAPTER 5 Write When You Get Work

Completing an idea—some finer touches. 79

CHAPTER 6 The Virtues of Simplicity

Or, Why it’s hard to pound in a nail sideways. 105

CHAPTER 7 Stupid, Rong, Naughty, and Viral

Getting noticed, getting talked about. 121

CHAPTER 8 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and platforms. 143

CHAPTER 9 Zen and the Art of Tastee-Puft

Or, Managing time, energy, panic, and your creative mind. 155

CHAPTER 10 Digital Isn’t a Medium, It’s a Way of Life

Ads, media, content, and customers—they’ve all gone digital. 171

CHAPTER 11 Change the Mindset, Change the Brief, Change the Team

Digital work means the end of “us and them.” 183

CHAPTER 12 Why Pay for Attention When You Can Earn It?

Or, Advertising so interesting, people go out of their way to see it. 197

CHAPTER 13 Social Media Is the New Creative Playground

It seems like a free-for-all, but there are some basic guidelines. 219

CHAPTER 14 How Customers become Customers in the Digital Age

Be findable, be present, be everywhere. 233

CHAPTER 15 Surviving the Digital Tsunami

Or, How to be a one, not a zero. 247

CHAPTER 16 In the Future, Everyone Will Be Famous for 30 Seconds

Some advice on telling stories visually. 259

CHAPTER 17 Radio Is Hell, but It’s a Dry Heat

Some advice on working in a tough medium. 271

CHAPTER 18 Only the Good Die Young

The enemies of good ideas. 299

CHAPTER 19 Pecked to Death by Ducks

Presenting and protecting your work. 327

CHAPTER 20 A Good Book . . . or a Crowbar

What it takes to get into the business. 357

CHAPTER 21 Making Shoes versus Making Shoe Commercials

Is this a great business, or what? 393

SUGGESTED READING 403

NOTES 407

BIBLIOGRAPHY 417

ALSO BY LUKE SULLIVAN 421

ACKNOWLEDGMENTS 423

ABOUT THE AUTHOR 425

INDEX 427

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews