Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

551 Pages·2016·12.82 MB·English

by  Luke Sullivan

CONTENTS
Cover
Title Page
Copyright
Preface
Introduction: On Being the Second-Smartest Person in the Room
Chapter 1: A Brief History of Why Everybody Hates Advertising
The 1950s: When Even X-Acto Blades Were Dull
“What?! We Don't Have to Suck?!”
The Empire Strikes Back
Portrait of the Artist as a Young Hack
Chapter 2: The Creative Process
Why Nobody Ever Chooses Brand X
Staring at Your Partner's Shoes
Why the Creative Process is Exactly Like Washing a PIG
“The Sudden Cessation of Stupidity”
It's All About the Benjamins
Brand = Adjective
Simple = Good
Chapter 3: Ready Fire! Aim
Before You Put Pen to Paper
A Few Words on Authenticity
The Final Strategy
Chapter 4: The Sudden Cessation of Stupidity
Get Something, Anything, on Paper
“Do I Have to Draw You a Picture?”
Chapter 5: Write When You Get Work
95 Percent of All Advertising is Poorly Written—Don't Add to the Pile
Writing Body Copy
A Few Notes on Design and One on Thinning the Herd
Chapter 6: The Virtues of Simplicity
Make Sure the Fuse on Your Idea Isn't Too Short or Too Long
A Few Words About Outdoor (Three Would Be Ideal, Actually)
Chapter 7: Stupid, Rong, Naughty, and Viral
The Art of Being Rong®
The Strategic Invincibility of Stupid
“Love, Honor, and Obey Your Hunches”
Build A Small, Cozy Fire With the Rule Books. Start With This One
Chapter 8: Why Is the Bad Guy Always More Interesting?
Platforms: The Mother of Stories
Chapter 9: Zen and the Art of Tastee-Puft
What to Do When You're Stuck
Chapter 10: Digital Isn't a Medium, It's a Way of Life
We Are So Not In Kansas Anymore
Funny, It Doesn't Look Like Advertising
Chapter 11: Change the Mindset, Change the Brief, Change the Team
“We Have Met the Enemy and It is Us” (Actually, It's the Brief)
The Post–Bill-Bernbach Creative Team
Partner with Creative People Who aren't in the Advertising Business
Combine Art, Copy, and Technology
It's no Longer About “the Dude With the Idea”
Unite Storytellers and Systems Thinkers
“Keep the Team to Two Pizzas”
Fewer Generals, More Soldiers
Shut Up and Write
Chapter 12: Why Pay for Attention When You Can Earn It?
Start with What People are Already Talking About
Join an Ongoing Conversation or Jump-Start a New One
Connect People to One Another
Make Things That are Useful
Design Your Ideas to Migrate
Embrace the Warp Speed of the Internet
Do > Invite > Document > Share
Start with More Interesting Questions: Try “How Might We…?”
“Instead of Coming Up with Advertising Ideas, Come Up with Ideas
Worth Advertising”
Parting Thoughts
Chapter 13: Social Media Is the New Creative Playground
Mastering Good Social Media Practices
Different Tech Platforms Foster Different Creativity
Chapter 14: How Customers become Customers in the Digital Age
Yes, Content is King (But it Reports to Concept)
As the Screen Gets Smaller, Mobile Gets Bigger
Five Things That Make For a Good Mobile Idea
Bottom Line: Everything is Media
Chapter 15: Surviving the Digital Tsunami
Chapter 16: In the Future, Everyone Will Be Famous for 30 Seconds
Creating the Commercial
Chapter 17: Radio Is Hell, but It's a Dry Heat
Writing the Commercial
The Joy of Sfx
Casting: Boring, Tedious, Essential
Producing a Radio Commercial
Some Radio Spots that Were Funny Before They Were Recorded
Chapter 18: Only the Good Die Young
The Sisyphus Account
The Meat Puppet
Pablum Park
The Koncept Krusher 2000®
The Bully
Hallway Beast #1: The Hack
Hallway Beast #2: The Prima Donna
Hallway Beast #3: Mr. Important Pants
Hallway Beast #4: The Whiner
Hallway Beasts #5 and #6: Wack Jobs and Slash Weasels
Hallway Beast #7: The Hour Gobbler
Chapter 19: Pecked to Death by Ducks
Presenting the Work
Research: Be Afraid, Be Very Afraid
Protecting Your Work
Picking Up the Pieces
Chapter 20: A Good Book…or a Crowbar
Putting Together a Book
Putting Together Your Site
Taking Your Show on the Road
The Interview
Some Final Thoughts
Chapter 21: Making Shoes versus Making Shoe Commercials
“Advertising: The Most Fun You can have With Your Clothes On”
Suggested Reading
Bibliography
Also by Luke Sullivan
Acknowledgments
About the Authors
Index
End User License Agreement
List of Illustrations
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