Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

UPDATED FIFTH EDITION OF THE BEST–SELLING GUIDE NOW COVERS ALL MEDIA: DIGITAL, SOCIAL, AND TRADITIONAL

This is the nearly all–new fifth edition of Luke Sullivan′s classic guide to advertising. With assistance from ad veteran and digital expert Edward Boches, this edition is updated to thoroughly cover and explore the new age of advertising. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how–to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Part how–to and part exposé, Hey Whipple, Squeeze This is the insider′s guide to coming up with great ideas as well as an unapologetic send–up of all that′s heavy–handed, dim–witted, and ineffectual in the industry.

Praise for Hey Whipple, Squeeze This

"Luke and Edward will inspire you to create ideas fit for today′s digital world and help an entire industry make less spam."
Gareth Kay, Cofounder of Chapter SF

"Classic must–read Sullivan mixed with innovation master Boches make the perfect duo. This is the book that will help guide new talent to great career starts. Required reading for a new era."
Deborah Morrison, Carolyn Chambers Distinguished Professor of Advertising, University of Oregon

"Luke Sullivan writes 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 and Global Director, TBWA\Worldwide

Additional material on heywhipple.com

PREFACE VII

INTRODUCTION: ON BEING THE SECOND–SMARTEST PERSON IN THE ROOM. IX

CHAPTER 1 A Brief History of Why Everybody Hates Advertising

And why you should try to get a job there. 1

CHAPTER 2 The Creative Process

Or, Why it s impossible to explain what we do to our parents. 17

CHAPTER 3 Ready Fire! Aim

Or, What to say comes before how to say. 31

CHAPTER 4 The Sudden Cessation of Stupidity

How to get ideas the broad strokes. 47

CHAPTER 5 Write When You Get Work

Completing an idea some finer touches. 79

CHAPTER 6 The Virtues of Simplicity

Or, Why it s hard to pound in a nail sideways. 105

CHAPTER 7 Stupid, Rong, Naughty, and Viral

Getting noticed, getting talked about. 121

CHAPTER 8 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and platforms. 143

CHAPTER 9 Zen and the Art of Tastee–Puft

Or, Managing time, energy, panic, and your creative mind. 155

CHAPTER 10 Digital Isn t a Medium, It s a Way of Life

Ads, media, content, and customers they ve all gone digital. 171

CHAPTER 11 Change the Mindset, Change the Brief, Change the Team

Digital work means the end of us and them. 183

CHAPTER 12 Why Pay for Attention When You Can Earn It?

Or, Advertising so interesting, people go out of their way to see it. 197

CHAPTER 13 Social Media Is the New Creative Playground

It seems like a free–for–all, but there are some basic guidelines. 219

CHAPTER 14 How Customers become Customers in the Digital Age

Be findable, be present, be everywhere. 233

CHAPTER 15 Surviving the Digital Tsunami

Or, How to be a one, not a zero. 247

CHAPTER 16 In the Future, Everyone Will Be Famous for 30 Seconds

Some advice on telling stories visually. 259

CHAPTER 17 Radio Is Hell, but It s a Dry Heat

Some advice on working in a tough medium. 271

CHAPTER 18 Only the Good Die Young

The enemies of good ideas. 299

CHAPTER 19 Pecked to Death by Ducks

Presenting and protecting your work. 327

CHAPTER 20 A Good Book . . . or a Crowbar

What it takes to get into the business. 357

CHAPTER 21 Making Shoes versus Making Shoe Commercials

Is this a great business, or what? 393

SUGGESTED READING 403

NOTES 407

BIBLIOGRAPHY 417

ALSO BY LUKE SULLIVAN 421

ACKNOWLEDGMENTS 423

ABOUT THE AUTHOR 425

INDEX 427

"The writing is very informal and easy to understand.  The authors′ wit and humor are also on display.  Anyone interested in learning how to write copy for advertisements should read this book." (Choice Connect 2016)