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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition (Paperback)
by Luke Sullivan
| Category:
Advertising, Sales & marketing |
| Market price: ¥ 198.00
MSL price:
¥ 178.00
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
A book by creatives, for creatives - clearly fascinatingly relevant material for anyone in the advertising business. |
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Author: Luke Sullivan
Publisher: Wiley
Pub. in: April, 2003
ISBN: 0471281395
Pages: 288
Measurements: 9 x 6 x 0.8 inches
Origin of product: USA
Order code: BA00883
Other information: 2 Sub edition
ISBN-13: 978-0471281399
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- MSL Picks -
This is a fun book: witty, insightful, and informative, with a dose of self-deprecation. Luke punctuates sound advice with witty quips when you least expect them. If you read this book on the bus, be prepared for some funny stares from the person sitting next to you. Sullivan explains everything in a clear, engaging manner that will make you want to sit down and start working. It's an inspiring read. Speaking of inspiring, curiously Sullivan makes no mention of David Ogilvy.
Luke offers his own gems of wisdom on how to write ads that are as applicable to the seasoned veteran as to the newcomer. His advice is peppered with examples throughout of well known advertising campaigns such as Volkswagon, Nike and Apple Computer. He takes his readers on the ad-writing journey, pointing out pitfalls along the way and sharing the insights of 20+ years industry experience. Writing for Print, TV and Radio are all dealt with indepth in this book.
Luke devotes a chapter on how to make a great TV commercial taking you through every aspect of its production: from its conception to finding the right director, casting considerations, shooting and post production. A chapter is also dedicated to TV's poorer cousin - radio and again he takes his reader through all its aspects from creation to production. Once you have created your ad in whatever medium, the next step is getting it past your client who can possibly fall into 1 of 10 categories - hopefully yours won't be the Meat Puppet, the Bully or the Koncept Krusher. If you aren't so lucky, you'll at least feel a lot better by realizing your situation is hardly unique. Great advice is also provided in the chapter entitled "Pecked to Death by Ducks - presenting and protecting your work". A chapter is also devoted for advice for newcomers on how to get into the business and the last chapter entitled "Making shoes versus making shoe commercials - is this a great business or what?" is a final kick in the pants to get into the industry, or be thankful to be there.
The word in advertising circles is that younger professionals now entering the business are mere "concept creatives" who lack the traditional skills of the copywriting craft and don't understand what advertising is all about. Good copywriting has given way to sight gags and the banalities of the dumbed-down MTV generation. One possibly solution - if you're an ad executive or client unhappy with your creatives' ideas-would be to get them to read this excellent book. Or better yet, you could hire an aspiring copywriter who has already read it and taken its lessons to heart.
- From quoting William
Target readers:
Ad professionals
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Luke Sullivan is an award-winning copywriter with over twenty years in the business at some of the elite agencies in America - Fallon McElligott and The Martin Agency. Twice named by Adweek as one of the top advertising writers in the country, Sullivan has some twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.
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From the publisher
A new, revised edition of the classic bestseller
In this second edition of the irreverent, celebrated book, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to include the latest campaigns, this edition also features two extended final chapters, with in-depth prescriptions for building a career in advertising and 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 fail, and how advertisers can learn to balance creative work with the mandate to sell products.
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.
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| View all 8 comments |
A reader (MSL quote), USA
<2007-06-27 00:00>
I'm a creative director at an ad agency. Occasionally some lucky/unlucky newbie actually gets me on the phone. You would be surprised at how many folks who claim to want a job in advertising want a mini-course in advertising from me. Nopers Bucko, my hours are billable - show me you're serious first. Read these books, call me back. Then I'll hug you to my bosom and rock you like Oprah/David Ogilvy. No really, I will.
I tell them that the first thing I'm going to do is save them some cash. This book is the ONLY book about creativity that an ad creative needs. Don't be fooled by the books with a wacky dude with a lightbulb over his head promising to jumpstart your creativity. Life jumpstarts your creativity. If you have any actual talent at all, you just need to learn how to pound all of that stuff into a good ad.
This book is from one of the living greats of this business and he gives you the best description of advertising life.
There are about five other books that constitute a full course meal of basic ad know-how, but you're going to have to wait for my So You Wanna Guide for that. Unless you are one of the lucky/unlucky souls that gets me on the phone. |
Connie (MSL quote), USA
<2007-06-27 00:00>
This is an extremely entertaining read from an obviously brilliant creative writer. I actually laughed out loud many times! I think one reason I found this book so enjoyable is that it is written with such a common-sense approach to advertising. It's so easy to follow his line of thinking, even for a novice, and yet has so much to offer even a seasoned professional. What a master of speaking to a broad audience!
I am an Art Director, so I greatly appreciated Sullivan's sensitivity to our particular problems. I was especially amused by the section about clients who always want their logo to be bigger, bigger, even bigger than the page on which it is printed. I'm so relieved to know it's not just me this is happening to.
In short, this is an amazing read: quick and easy, yet so full of knowledge and insight. I finished it about a week ago and I definitely plan to re-read it as soon as my husband gets done with it.
I can't recommend it highly enough! |
A reader (MSL quote), USA
<2007-06-27 00:00>
This is one of the most enthusiastic, easy to read books on advertising I've seen. I wish I'd had it when I was starting out as a Jr. Copywriter 10 years ago. Sullivan strikes me very much as a creative purist so you have to take that into account as you read. (Because whether you hate Whipple or not, he sold a lot of toilet paper!) Nonetheless, this book is perfect for the junior writer or artist who needs to learn the business and the creative process. Extra perfect for the suits that routinely strangle our admittedly brilliant ideas. The ad examples are actually current and relevant. I'm only about half way through the book and I can hardly wait to pass it around the office. |
Rob (MSL quote), USA
<2007-06-27 00:00>
I'm a Creative Director, and every time a hopeful young writer or art director comes in to see me, I make them promise me they'll buy this book, read it cover-to-cover, and then pick it up every now and then and flip through it again. Sullivan is one of the best, and his book is a witty and wonderful read, with important lessons on every page. Quit reading reviews and start reading the book. |
View all 8 comments |
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