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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, 2nd Edition

by: Luke Sullivan

ISBN: 9780471281399 | 0471281395

Format: Paperback
Publisher: Wiley
Pub. Date: 4/1/2003

Newer Edition Available

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Summary Table of Contents Author Biography

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 expos�, 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 produ... MOREces. 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." -Lee Clow, Chairman, TBWA\Chiat\Day, Chief Creative Officer, Worldwide "Luke Sullivan knows the business and writes about it with . . . gentle wit and insight." -Dan G. Wieden, Wieden & Kennedy "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." -Tim Delaney, Leagas-Delaney, London "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." -Tom McElligott, cofounder, Fallon McElligott

In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features 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 sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

A new edition of the book that offers an overview of the good, the bad, and the ugly in advertising. Luke Sullivan, master copywriter at one of the nation's most prestigious advertising firms, divulges all the secrets to writing a great ad.

... MORE

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

LUKE SULLIVAN is an award-winning copywriter with over twenty years in the business at some of the elite agencies in America–Fallon McElligott and The Martin Agency. Twice named by Adweek as one of the top advertising writers in the country, Sullivan has some twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

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