Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising
by Luke Sullivan
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 expose, 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."
