RENT TEXTBOOKS

by: Sullivan, Luke; Bennett, Sam

ISBN: 9781118101339 | 1118101332

The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads. Creativity is still king, but this new edition contains: Important new chapters and updat... MOREes that bring Whipple into the new digital world New content and examples for how to use social media and other emerging platforms Illustrate what's changing in the new world of advertising-and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.

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Updated fourth edition of the best-selling guide now covers all media: digital, social, and traditional Veteran copywriter Luke Sullivan returns with a nearly all-new fourth edition of his classic guide to advertising. Part how-to and part exposé, Hey Whipple, Squeeze This! is an insiders guide to coming up with great ideas as well as an unapologetic send-up of all thats heavy-handed, dim-witted, and ineffectual in the industry. Updated to cover the digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. Youll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories. Praise for the first edition "Luke Sullivan writes a perfect lesson in advertising for newcomers-and a familiarand laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."-Lee Clow, Chairman and Global Director, TBWA\Worldwide "This business is changing like crazy, but Luke Sullivans advice is timeless. If youre good at advertising, this book will make you better. If youre great, itll make you greater."-Mike Hughes, President, The Martin Agency "Lukes reflections on the advertising industry make me wish I could do it all over again. Except for that scab story in Chapter 11." -Bob Barrie, Barrie DRozario Murphy Additional material on heywhipple.com

FOREWORD MIKE HUGHES xi

PREFACE xiii

CHAPTER 1 Salesmen Don't Have to Wear Plaid
Selling without selling out 1

CHAPTER 2 A Sharp Pencil Works Best
Some thoughts on getting started 14

CHAPTER 3 A Clean Sheet of Paper
Coming up with an idea—the broad strokes 34

CHAPTER 4 Write When You Get Work
Completing an idea—some fi ner touches 90

CHAPTER 5 Concepting for the Hive Mind
Creativity in analog and digital 124

CHAPTER 6 Big Honkin' Ideas
Putting it all together ... MORE174

CHAPTER 7 In the Future, Everyone Will Be Famous for 30 Seconds
Some advice on telling stories visually 198

CHAPTER 8 But Wait, There's More!
Seriously, does direct-response TV have to suck? 212

CHAPTER 9 Radio Is Hell. But It's a Dry Heat
Some advice on working in a tough medium 226

CHAPTER 10 "Toto, I Have a Feeling We're Not in McMann & Tate Anymore"
Working out past the edge 252

CHAPTER 11 Only the Good Die Young
The enemies of advertising 258

CHAPTER 12 Pecked to Death by Ducks
Presenting and protecting your work 284

CHAPTER 13 A Good Book or a Crowbar
Some thoughts on getting into the business 312

CHAPTER 14 Making Shoes versus Making Shoe Commercials
Is this a great business, or what? 336

SUGGESTED READING 347

BIBLIOGRAPHY 351

ONLINE RESOURCES 355

NOTES 357

ACKNOWLEDGMENTS 367

INDEX 369

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.