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Hey, Whipple, Squeeze This
A Guide to Creating Great Ads
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A new, revised edition of the classic bestsellerIn 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 expl...
A 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.
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.
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.
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.