Hey, Whipple, Squeeze This: A Guide to Creating Great Ads
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 exposť, 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."
"Luke Sullivan knows the business and writes about it with . . . gentle wit and insight."
"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."
"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."
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A Clean Sheet of Paper Making an adthe broad strokes
Write When You Get Work Making an adsome finer touches
In the Future Everyone Will Be Famous for 30 Seconds Some advice on making television commercials
Radio Is Hell but Its a Dry Heat Some advice on working in a tough medium
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Only the Good Die Young The enemies of advertising
Pecked to Death by Ducks Presenting and protecting your work