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Synopsis
"Plop plop fizz fizz, oh what a relief it is...". Will anyone ever be able to forget this ad? There are certain ads that stay with us for the long haul -- whether we want them to or not -- usually because they have an incredibly catchy slogan or a completely annoying jingle that most of us will still be able to recite verbatim about twenty years down the road when even the address to our home seems a bit foggy. But if you work in an ad agency, you hope to create the catchy slogan instead of the annoying jingle, right?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". Sullivan analyzes some of the best known and most appealing ads of all time as well as some of the most annoying ads ever created -- including the eponymous Mr. Whipple. The book covers ads for all the various types of media: print, TV commercials, radio spots, billboards and direct mail.
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From the Publisher
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."
From the Back Cover
Veteran copywriter Luke Sullivan returns with an updated edition of his irreverent warts-and-all look at the advertising industry. Part how-to book and part exposé, Hey Whipple, Squeeze This is both an insider's guide to writing great ads and an unapologetic send up of all that's heavy-handed, dim-witted, and ineffectual in the industry.
Updated to include the latest campaigns, this edition presents a real-world look at the day-to-day operations of today's ad agencies and examines the good, the bad, and the downright ugly ads the industry produces. Sullivan provides pointers, tips, and guidelines on how to write and produce ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories.
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
"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, cofounder, Fallon McElligott
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