Hey, Whipple, Squeeze This: A Guide to Creating Great Ads (Adweek Magazine Series) - Softcover

Sullivan, Luke

Softcover

ISBN 10: 0471281395 ISBN 13: 9780471281399

Publisher: John Wiley & Sons, 2003

Synopsis

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.

About this title

About the Author

LUKE SULLIVAN is an award–winning copywriter with over twenty years in the business at some of the elite agencies in America Fallon McElligott, The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

From the Back Cover

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 exposé, 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."
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

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2003
• Language: English
• ISBN 10: 0471281395
• ISBN 13: 9780471281399
• Binding: Paperback
• Edition number: 2
• Number of pages: 304