Hey Whipple Squeeze This! By Luke Sullivan: The Classic Guide to Creating Great Ads, Fourth Edition

Table of Contents

1. Cover
2. Title
3. Copyright
4. Dedication
5. Contents
6. Foreword
7. Preface
8. Chapter 1: Salesmen Don’t Have to Wear Plaid: Selling without selling out
   1. The 1950s: When Even X-Acto Blades Were Dull.
   2. “What?! We Don’t Have to Suck?!”
   3. The Empire Strikes Back.
   4. Portrait of The Artist As A Young Hack.
9. Chapter 2: A Sharp Pencil Works Best: Some thoughts on getting started
   1. Why Nobody Ever Chooses Brand X.
   2. Staring At Your Partner’s Shoes.
   3. Why The Creative Process is Exactly Like Washing A Pig.
   4. The Sudden Cessation of Stupidity.
   5. It’s All About The Benjamins.
   6. Brand = Adjective.
   7. Simple = Good.
   8. Before You Put Pen To Paper.
10. Chapter 3: A Clean Sheet of Paper: Coming up with an idea—the broad strokes
    1. Saying The Right Thing The Right Way.
    2. A Few Words On Authenticity.
    3. Get Something, Anything, On Paper.
    4. “Do I Have To Draw You A Picture?”
    5. “The Reverse Side Also Has A Reverse Side.”
    6. Simple = Good, Part II.
    7. A Few Words About Outdoor. (Three Would Be Ideal, Actually.)
    8. A Few Things Before We Break For Lunch.
11. Chapter 4: Write When You Get Work: Completing an idea—some finer touches
    1. Whatever You’re Making, Make it Way Better Than it Has To Be Made.
    2. 95 Percent of All Advertising is Poorly Written. Don’t Add to The Pile.
    3. Writing Body Copy
    4. A Few Notes on Design and One On Thinning The Herd.
    5. What To Do If You’re Stuck.
    6. Insanity, Office Politics, and Award Shows.
12. Chapter 5: Concepting for the Hive Mind: Creativity in analog and digital
    1. Brave New Marketing
    2. The New Creative Person is T-Shaped.
    3. Content is King.
    4. What The New Ideas Look Like, Besides Cool.
    5. Storytelling.
    6. “C’Mon Dad, Tell Us Just One More Interactive Or Transmedia Narrative, Pleeease?”
    7. This is Not “The Section” On Social Media.
    8. If Content is King, Conversation is Queen.
    9. Facebook is, Like, You Know, A Big Deal, Okay?
    10. The Usual Suspects: Banners and Rich Media.
    11. Mobile is The New Black.
13. Chapter 6: Big Honkin’ Ideas: Putting it all together
    1. Parting Thoughts.
14. Chapter 7: In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually
    1. Creating The Commercial.
    2. The Giant Digital Hairball
15. Chapter 8: But Wait, There’s More!: Seriously, does direct-response TV have to suck?
    1. Spray-Paint Toupees and Psychic Friends.
    2. If Image = Emotion, Then Drtv = Reason.
    3. Short- and Long-Form DRTV.
    4. Long-Form DRTV: “Now That’s Bass!”
    5. Can We Take The Exclamation Point Out of Direct Response?
16. Chapter 9: Radio Is Hell. But It’s a Dry Heat: Some advice on working in a tough medium
    1. Writing The Commercial.
    2. The Joy of Sfx.
    3. Casting: Boring, Tedious, Essential.
    4. Producing A Radio Commercial.
    5. Some Radio Spots That Were Funny Before They Were Recorded.
17. Chapter 10: “Toto, I Have a Feeling We’re Not in McMann & Tate Anymore”: Working out past the edge
    1. “Love, Honor, and Obey Your Hunches.”
    2. Build A Small, Cozy Fire With The Rule Books. Start With This One.
18. Chapter 11: Only the Good Die Young: The enemies of advertising
    1. The Sisyphus Account.
    2. The Meat Puppet.
    3. Pablum Park.
    4. The Koncept Krusher 2000®.
    5. The Liz Account.
    6. The Bully.
    7. Hallway Beast #1: The Hack.
    8. The Golden Handcuffs.
    9. Hallway Beast #2: The Prima Donna.
    10. Hallway Beast #3: Mr. Important Pants.
    11. Hallway Beast #4: The Whiner.
    12. Hallway Beasts #5 And #6: Wack Jobs and Slash Weasels.
    13. Hallway Beast #7: The Hour Gobbler.
19. Chapter 12: Pecked to Death by Ducks: Presenting and protecting your work
    1. Presenting The Work
    2. Research: Be Afraid. Be Very Afraid.
    3. Protecting Your Work.
    4. Picking Up The Pieces.
20. Chapter 13: A Good Book or a Crowbar: Some thoughts on getting into the business
    1. Putting Together A Book
    2. The Interview.
    3. Some Final Thoughts.
21. Chapter 14: Making Shoes versus Making Shoe Commercials: Is this a great business, or what?
    1. “Advertising: The Most Fun You Can Have With Your Clothes On.”
22. Suggested Reading
23. Bibliography
24. Online Resources
25. Acknowledgments
26. Index