Synopses & Reviews
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.
Review
"Overall, if you want to get into doing banner ads, this book makes a great read…I feel like a better ad designer now that I’ve read it!" (TamsPalm blog, September 2006)
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
Includes bibliographical references (p. [273]-275) and index.
Synopsis
Luke Sullivan (Atlanta, GA) is the Chief Creative Officer at West Wayne, an Atlanta-based agency, and an award-winning copywriter with over twenty years of experience in the business at some of the elite agencies in America-Fallon McElligott and the Martin Agency.
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.
Synopsis
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
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.
Table of Contents
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. Radio Is Hell, But It's a Dry Heat: Some advice on working in a tough medium.
Chapter 7. "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working out past the edge.
Chapter 8. Only the Good Die Young: The enemies of advertising.
Chapter 9. Pecked to Death by Ducks: Presenting and protecting your work.
Chapter 10. A Good Book or a Crowbar: Some thoughts on getting into the business.
Chapter 11. Making Shoes versus Making Shoe Commercials: Is this a great business or what?
Suggested Reading.
Bibliography.
Acknowledgments.
Notes.
Ad Credits.
Index.