Updated fourth edition of the best-selling guide now covers all media: digital, social, and traditional

Veteran copywriter Luke Sullivan returns with a nearly all-new fourth edition of his classic guide to advertising. Part how-to and part exposé, 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 digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. You'll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories.

Praise for the first edition

"Luke Sullivan writes a perfect lesson in advertising for newcomers--and a familiarand laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
--Lee Clow, Chairman and Global Director, TBWA\Worldwide

"This business is changing like crazy, but Luke Sullivan's advice is timeless. If you're good at advertising, this book will make you better. If you're great, it'll make you greater."
--Mike Hughes, President, The Martin Agency

"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 11."
--Bob Barrie, Barrie D'Rozario Murphy

Additional material on heywhipple.com

FOREWORD MIKE HUGHES xi

PREFACE xiii

CHAPTER 1 Salesmen Don't Have to Wear Plaid
Selling without selling out 1

CHAPTER 2 A Sharp Pencil Works Best
Some thoughts on getting started 14

CHAPTER 3 A Clean Sheet of Paper
Coming up with an idea--the broad strokes 34

CHAPTER 4 Write When You Get Work
Completing an idea--some fi ner touches 90

CHAPTER 5 Concepting for the Hive Mind
Creativity in analog and digital 124

CHAPTER 6 Big Honkin' Ideas
Putting it all together 174

CHAPTER 7 In the Future, Everyone Will Be Famous for 30 Seconds
Some advice on telling stories visually 198

CHAPTER 8 But Wait, There's More!
Seriously, does direct-response TV have to suck? 212

CHAPTER 9 Radio Is Hell. But It's a Dry Heat
Some advice on working in a tough medium 226

CHAPTER 10 "Toto, I Have a Feeling We're Not in McMann & Tate Anymore"
Working out past the edge 252

CHAPTER 11 Only the Good Die Young
The enemies of advertising 258

CHAPTER 12 Pecked to Death by Ducks
Presenting and protecting your work 284

CHAPTER 13 A Good Book or a Crowbar
Some thoughts on getting into the business 312

CHAPTER 14 Making Shoes versus Making Shoe Commercials
Is this a great business, or what? 336

SUGGESTED READING 347

BIBLIOGRAPHY 351

ONLINE RESOURCES 355

NOTES 357

ACKNOWLEDGMENTS 367

INDEX 369

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