Hey, Whipple, Squeeze This: A Guide to Creating Great AdsA new, revised edition of the classic bestseller In this second edition of the irreverent, celebrated book, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to include the latest campaigns, this edition also features two extended final chapters, with in-depth prescriptions for building a career in advertising and 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 fail, and how advertisers can learn to balance creative work with the mandate to sell products. Luke Sullivan (Atlanta, GA) is the Chief Creative Officer at West Wayne, an Atlanta-based agency, and an award-winning copywriter with over twenty years of experience in the business at some of the elite agencies in America-Fallon McElligott and the Martin Agency. |
Contents
Salesmen Dont Have to Wear Plaid Selling without selling out | 1 |
A Sharp Pencil Works Best Some thoughts on getting started | 17 |
A Clean Sheet of Paper Making an adthe broad strokes | 35 |
Write When You Get Work Making an adsome finer touches | 81 |
In the Future Everyone Will Be Famous for 30 Seconds Some advice on making television commercials | 117 |
Radio Is Hell but Its a Dry Heat Some advice on working in a tough medium | 143 |
Toto I Have a Feeling Were Not in McCannErickson Anymore Working out past the edge | 165 |
Only the Good Die Young The enemies of advertising | 171 |
Pecked to Death by Ducks Presenting and protecting your work | 199 |
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Common terms and phrases
account executives actor advertising advice agency art director awards better Bill Bernbach billboard body copy boss brand campaign Charmin client commercial concept copywriter Crain Communications Inc creative director customers E. B. White everything Fallon McElligott famous feel Figure foamcore focus groups funny hallway happens headline Helmut Krone idea interesting interview Jack Trout Jerry Della Femina keep kids killed kind Lee jeans listen logo look magazine marketing McElligott meeting mind movie never Nike Okay paper person picture portfolio problem radio spot reader Remember script selling shoot shot simple storyboard strategy stuff talk tell there's thing TV Land TV spot visual voice voice-over Volkswagen what's Whipple words write