Synopses & Reviews
What if Bill Bernbach and Hunter Thompson wrote a how-to book on advertising?
It would be a searing, very funny cross between an insider's guide to writing great ads and a sendup of all that's heavy-handed, dim-witted, and ineffectual in advertising. This pretty much sums up "Hey, Whipple, Squeeze This." by Luke Sullivan, one of today's most successful copywriters working at one of the most prestigious advertising agencies. A relentless wisecracker, Sullivan provides pointers, tips, and guidelines on how to write and produce successful ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories.
"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
"Luke Sullivan knows the business and writes about it with . . . gentle wit and insight." —Dan G. Wieden, Wieden & Kennedy
"The most informative and entertaining book about life as it really is in the creative department of an advertising agency. Even account men could write great ads after reading it." —Tim Delaney, Leagas-Delaney, London
"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, co-founder, Fallon McElligott
A funny, irreverent overview of the good, the bad, and the ugly in advertising. Luke Sullivan, a copywriter at one of the nation's most prestigious ad agencies, divulges all the secrets to making a great ad. With hysterical examples and anecdotes, he gives tips and pointers on how to create an ad that will "go in one ear and stay there."
About the Author
LUKE SULLIVAN is an award-winning copywriter at Fallon McElligott, an ad agency that has developed campaigns for Miller Lite beer, Time magazine, BMW, and Lee Jeans, among others, and which was named "Ad Agency of the Year" by Adweek, in 1996. Twice named by Adweek as one of the top advertising writers in the country, Sullivan has some 20 medals to his credit in the prestigious One Show, the Oscars of the ad business.
Table of Contents
Salesmen Don't Have to Wear Plaid: Selling Without Selling Out.
A Sharp Pencil Works Best: Some Thoughts on Getting Started.
A Clean Sheet of Paper: Making an Ad—The Broad Strokes.
Write When You Get Work: Making an Ad—Some Finer Touches.
In the Future, Everyone Will be Famous for 30 Seconds: Some Advice on Making Television Commercials.
Radio Is Hell, But It's a Dry Heat: Some Advice on Working in a Tough Medium.
"Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working Out Past the Egde.
Only the Good Die Young: The Enemies of Advertising.
Pecked to Death by Ducks: Presenting and Protecting Your Work.
A Good Book or a Crowbar: Some Thoughts on Getting Into the Business.
Making Shoes versus Making Shoe Commercials: Is This a Great Business or What?