Synopses & Reviews
An updated and revised new edition of the bestselling advertising guideVeteran copywriter Luke Sullivan returns in a third edition of his irreverent warts-and-all look at advertising. Part how-to and part exposé, Hey Whipple, Squeeze This is an 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.
Updated to cover the new wave of advertising media, as well as guerilla and direct marketing, this Third Edition presents a real-world look inside the big agencies and examines the industry's best and worst ads—from the hilarious to the horrid. You'll get pointers, tips, and guidelines on writing great copy for print, TV, radio, outdoor, and the Internet, while Sullivan regales you with hilarious industry war stories.
Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America—Fallon McElligott and 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.
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
"This is a business that is changing like crazy—but Luke Sullivan's advice is timeless. If you're good at advertising, this will make you better. If you're great, it'll make you even greater."
—Mike Hughes, President/Creative Director, The Martin Agency
"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
"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 10."
—Bob Barrie, Barrie D'Rozario Murphy
Synopsis
In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.
Synopsis
An updated and revised new edition of the bestselling advertising guide
In this Third Edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover all the ins and outs of online advertising, this edition combines the best advertising guidance from the classic era of the industry with all the possibilities offered by new media and new technologies. New chapters cover online, guerilla, and direct marketing, and the book features brand-new case studies and examples from all media. Taking its title from the widely disparaged--yet hugely successful--Charmin toilet paper advertising campaign, the book explores the Whipple phenomenon, revealing why bad ads sometimes work, why great ads fail, and how advertisers can balance creative work with the mandate to sell products.
Luke Sullivan (Austin, TX) is a Group Creative Head at GSD&M in Austin, Texas. Previously, he spent ten years at the Minneapolis agency Fallon, five years at The Martin Agency in Richmond, Virginia, and four years as the Chief Creative Officer at Westwayne in Atlanta. He began his career as an understudy of industry icon Tom McElligott. His clients have included United Airlines, AT&T, Miller Lite, Lee Jeans, and SunTrust.
About the Author
Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America-Fallon McElligott and 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.
Table of Contents
FOREWORD BY ALEX BOGUSKY.
PREFACE.
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.
Making an ad—the broad strokes.
CHAPTER 4: Write When You Get Work.
Making an ad—some finer touches.
CHAPTER 5: In the Future, Everyone Will Be Famous for 30 Seconds.
Some advice on making television commercials.
CHAPTER 6: But Wait,There’s More!
Does direct-response TV have to suck?
CHAPTER 7: Radio Is Hell. But It’s a Dry Heat.
Some advice on working in a tough medium.
CHAPTER 8: Big Honkin' Ideas.
Hitting on every cylinder.
CHAPTER 9: "Toto, I Have a Feeling We’re Not in McCann-Erickson Anymore."
Working out past the edge.
CHAPTER 10: Only the Good Die Young.
The enemies of advertising.
CHAPTER 11: Pecked to Death by Ducks.
Presenting and protecting your work.
CHAPTER 12: A Good Book or a Crowbar.
Some thoughts on getting into the business.
CHAPTER 13: Making Shoes versus Making Shoe Commercials.
Is this a great business or what?
SUGGESTED READING.
BIBLIOGRAPHY.
ONLINE RESOURCES.
NOTES.
ACKNOWLEDGMENTS.
INDEX.