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Hey, Whipple, Squeeze This
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Editorial Reviews
Product Description
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.
From the Back Cover
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.
From the Back Cover
An updated and revised new edition of the bestselling advertising guide
Veteran 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
See all Editorial Reviews
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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first bottled, account guy, great ads Key Phrases - Capitalized Phrases (CAPs): (learn more)
Clean Sheet of Paper, Write When You Get Work, Only the Good Die Young, Good Book, Dry Heat, Radio Is Hell, Bill Bernbach, Big Hon, Sharp Pencil Works Best, There's More, One Show, Burger King, Wear Plaid, Super Bowl, Helmut Krone, New York, Salesmen Don't Have, Mark Fenske, Prima Donna, Wack Job, Rolling Stone, Bob Barrie, Making Shoes, Permission Research, Tom Monahan Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
first bottled, account guy, great ads Key Phrases - Capitalized Phrases (CAPs): (learn more)
Clean Sheet of Paper, Write When You Get Work, Only the Good Die Young, Good Book, Dry Heat, Radio Is Hell, Bill Bernbach, Big Hon, Sharp Pencil Works Best, There's More, One Show, Burger King, Wear Plaid, Super Bowl, Helmut Krone, New York, Salesmen Don't Have, Mark Fenske, Prima Donna, Wack Job, Rolling Stone, Bob Barrie, Making Shoes, Permission Research, Tom Monahan Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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