Hey Whipple, Squeeze This The Classic Guide to Creating Great Advertising

Hey Whipple, Squeeze This, has helped generations of young creatives in advertising make their mark in the field. The lessons about writing and art direction contained in 5 previous editions of Whipple are still relevant. Creativity is still king. But students of the craft now need additional guidance to ply their craft in a digital-first world. This edition contains important new chapters and updates that explain how to create great advertising in any format, including viral video content for YouTube and TikTok, content-marketing, social media, digital campaigns, as well as traditional television, radio, print and outdoor ads.

FOREWORD BY ANSELMO RAMOS

PREFACE

1 A Brief History of Why Everybody Hates Advertising

And why you should try to get a job there.

2 The Creative Process

Or, why it’s impossible to explain what we do to our parents.

3 Tell the Truth and Run

Saying the right thing the right way.

4 A Controlled Daydream

Concepting: Coming up with ideas.

5 Brevity Is the Soul of Wit

The art of copywriting.

6 The Virtues of Simplicity

Or, why it’s hard to pound in a nail sideways.

7 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and brand platforms.

8 Rewiring Your Brain

Chasing ideas and making big creative leaps.

9 Viral, Naughty, and Rong®

Getting noticed, getting talked about.

10 Advertising 2.0

Moving from analog into digital.

11 Make the Idea Bigger, Not the Logo

Or, why branded content is more interesting than advertising.

12 Concepting for the Hive Mind

Creating buzz with social media.

13 Everything Than Can Be Digital, Will Be

Creative techs, developers, and the mobile future.

14 Stopping People from Going to the Bathroom

Some advice on television and video.

15 Creative Mind Versus Monkey Mind

Or, managing time, energy, panic, and your creative mind.

16 Pecked to Death by Ducks

Presenting and protecting your work.

17 A Good Portfolio, or a Crowbar

What it takes to get into the business.

18 Advertising: The Most Fun You Can Have with Your Clothes On

Is this a great business, or what?

SUGGESTED READING

BIBLIOGRAPHY

NOTES

ACKNOWLEDGMENTS

ABOUT THE AUTHOR

ALSO BY LUKE SULLIVAN

INDEX