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 updates 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.
Table of Contents
- 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: Coming up with an idea—the broad strokes
- Saying The Right Thing The Right Way.
- A Few Words On Authenticity.
- Get Something, Anything, On Paper.
- “Do I Have To Draw You A Picture?”
- “The Reverse Side Also Has A Reverse Side.”
- Simple = Good, Part II.
- A Few Words About Outdoor. (Three Would Be Ideal, Actually.)
- A Few Things Before We Break For Lunch.
- Chapter 4: Write When You Get Work: Completing an idea—some finer touches
Chapter 5: Concepting for the Hive Mind: Creativity in analog and digital
- Brave New Marketing
- The New Creative Person is T-Shaped.
- Content is King.
- What The New Ideas Look Like, Besides Cool.
- “C’Mon Dad, Tell Us Just One More Interactive Or Transmedia Narrative, Pleeease?”
- This is Not “The Section” On Social Media.
- If Content is King, Conversation is Queen.
- Facebook is, Like, You Know, A Big Deal, Okay?
- The Usual Suspects: Banners and Rich Media.
- Mobile is The New Black.
- Chapter 6: Big Honkin’ Ideas: Putting it all together
- Chapter 7: In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually
- Chapter 8: But Wait, There’s More!: Seriously, does direct-response TV have to suck?
- Chapter 9: Radio Is Hell. But It’s a Dry Heat: Some advice on working in a tough medium
- Chapter 10: “Toto, I Have a Feeling We’re Not in McMann & Tate Anymore”: Working out past the edge
Chapter 11: Only the Good Die Young: The enemies of advertising
- The Sisyphus Account.
- The Meat Puppet.
- Pablum Park.
- The Koncept Krusher 2000®.
- The Liz Account.
- The Bully.
- Hallway Beast #1: The Hack.
- The Golden Handcuffs.
- Hallway Beast #2: The Prima Donna.
- Hallway Beast #3: Mr. Important Pants.
- Hallway Beast #4: The Whiner.
- Hallway Beasts #5 And #6: Wack Jobs and Slash Weasels.
- Hallway Beast #7: The Hour Gobbler.
- Chapter 12: Pecked to Death by Ducks: Presenting and protecting your work
- Chapter 13: A Good Book or a Crowbar: Some thoughts on getting into the business
- Chapter 14: Making Shoes versus Making Shoe Commercials: Is this a great business, or what?
- Suggested Reading
- Online Resources
- Title: Hey Whipple Squeeze This! By Luke Sullivan: The Classic Guide to Creating Great Ads, Fourth Edition
- Release date: March 2012
- Publisher(s): Wiley
- ISBN: 9781118101339