Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 4th Edition
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 advertisingand 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.
CHAPTER 1 Salesmen Don't Have to Wear Plaid
Selling without selling out 1
CHAPTER 2 A Sharp Pencil Works Best
Some thoughts on getting started 14
CHAPTER 3 A Clean Sheet of Paper
Coming up with an idea—the broad strokes 34
CHAPTER 4 Write When You Get Work
Completing an idea—some fi ner touches 90
CHAPTER 5 Concepting for the Hive Mind
Creativity in analog and digital 124
CHAPTER 6 Big Honkin' Ideas
Putting it all together 174
CHAPTER 7 In the Future, Everyone Will Be Famous for 30 Seconds
Some advice on telling stories visually 198
CHAPTER 8 But Wait, There's More!
Seriously, does direct-response TV have to suck? 212
CHAPTER 9 Radio Is Hell. But It's a Dry Heat
Some advice on working in a tough medium 226
CHAPTER 10 "Toto, I Have a Feeling We're Not in McMann & Tate Anymore"
Working out past the edge 252
CHAPTER 11 Only the Good Die Young
The enemies of advertising 258
CHAPTER 12 Pecked to Death by Ducks
Presenting and protecting your work 284
CHAPTER 13 A Good Book or a Crowbar
Some thoughts on getting into the business 312
CHAPTER 14 Making Shoes versus Making Shoe Commercials
Is this a great business, or what? 336
SUGGESTED READING 347
ONLINE RESOURCES 355
Sam Bennett is a digital strategist at GSD&M in Austin. She began her career in digital at T3 before coming to GSD&M, where she's managed accounts of national brands like Walmart, John Deere, and BMW. For the last three years, she's focused solely on the digital strategy for Marshalls, Legacy, and Jarritos, as well as for the agency itself.
Veteran copywriter Luke Sullivan returns with a nearly all new fourth edition of his classic guide to 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 digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. Readers will get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories.
Hey Whipple, Squeeze This! The Classic Guide to Creating Great Ads is a classic bestseller in the field, and has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. Students of the craft now need additional information in order to use their creativity 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. The lessons about writing and art direction contained in three previous editions of Hey Whipple! are still relevant. But this new edition contains important new chapters and updates that bring Whipple firmly into the new digital world. Readers will be able to learn answers to the following questions:
• How has the digital tsunami changed the advertising world?
• What's different and what has stayed the same about writing ads in the digital age?
• How do I integrate social media and other techniques into advertising?