Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, Fourth Edition
- 7h 30m
- Luke Sullivan, Sam Bennett
- John Wiley & Sons (US)
- 2012
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 advertising—and 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.
About the Authors
Luke Sullivan is an award-winning copywriter with over thirty-three years of experience in the business at some of the elite agencies in America—Fallon, The Martin Agency, and GSD&M. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business, and now chairs the advertising department at the Savannah College of Art and Design.
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.
In this Book
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Foreword
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Salesmen Don't Have to Wear Plaid—Selling without Selling out
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A Sharp Pencil Works Best—Some Thoughts on Getting Started
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A Clean Sheet of Paper—Coming up with an Idea—The Broad Strokes
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Write When You Get Work—Completing an Idea—Some Finer Touches
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Concepting for the Hive Mind—Creativity in Analog and Digital
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Big Honkin' Ideas—Putting it All Together
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In the Future, Everyone Will Be Famous for 30 Seconds—Some Advice on Telling Stories Visually
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But Wait, There's More!—Seriously, Does Direct-Response TV have to Suck?
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Radio is Hell. But it's a Dry Heat—Some Advice on Working in a Tough Medium
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“Toto, I Have a Feeling We're Not in McMann & Tate Anymore”—Working out past the Edge
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Only the Good Die Young—The Enemies of Advertising
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Pecked to Death by Ducks—Presenting and Protecting Your Work
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A Good Book or a Crowbar—Some Thoughts on Getting into the Business
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Making Shoes versus Making Shoe Commercials—Is This a Great Business, or What?
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Suggested Reading
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Bibliography
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Online Resources
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Notes
