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 expose, 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, dimwitted, and ineffectual in the industry.
Updated to include the latest campaigns, this edition present 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.
Chapter 1 Salesmen Don't Have to Wear Plaid
Chapter 2 A Sharp Pencil Works Best
Chapter 3 A Clean Sheet of Paper
Chapter 4 Write When You Get Work
Chapter 5 In The Future, Everyone Will Be Famous for 30 Seconds
Chapter 6 Radio Is Hell,but It's a Dry Heat
Chapter 7 "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore"
Chapter 8 Only the Good Die Young
Chapter 9 Pecked to Death by Ducks
Chapter 10 A Good Book or a Crowbar
Chapter 11 Making Shoes versus Making Shoe Commercials