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Hey, Whipple, Squeeze This by Edward Boches, Luke Sullivan

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Figure depicting an ad for ArtCenter where a dog is riding a tricycle. A cat is standing on the dog's head holding a bar in its forelimbs. On left end of the bar is a mouse juggling with balls and on the right end is a mouse standing upside down on one of its forelimbs. The headline reads “Get paid to think up stuff like this.”

Figure 21.1 Although Joe Paprocki and I did this ad, we didn't think up the visual for it. We just borrowed it from some other ad. Then we went to lunch. What a great business.

21Making Shoes versus Making Shoe CommercialsIs This a Great Business, or What?

This is a great business.

What makes it great are all the knuckleheads. All the people just slightly left of center. This business seems to attract them. People who don't find fulfillment anywhere else in the business world somehow end up on advertising's doorstep, their personal problems clanking behind them like cans in back of a just-married car. They come for very personal reasons, with their own agendas. They bring to the business creativity, energy, and chaos, and from the business they get discipline, perspective, and maturity.

All in all, they make for an interesting day at the office, these oddballs, artists, misfits, cartoonists, poets, beatniks, creepy quiet guys, and knuckleheads. And every one of them seems to have a great sense of humor.

David Ogilvy once wrote, “People do not buy from clowns.” He was suggesting there is no place for humor in effective advertising. Forgetting for a moment whether Mr. Ogilvy was right, wrong, or extremely wrong, the thing is this: People do buy from clowns. Every day, millions of Americans use something sold by a clown, because the ad industry employs clowns by the tiny-circus-carload. ...

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