Hey, Whipple, Squeeze This

by Sullivan, Luke; Boches, Edward

• ISBN13: 9781119164005
• ISBN10: 1119164001
• Edition: 5th
• Format: Paperback
• Copyright: 2016-02-01
• Publisher: Wiley

Summary

The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional

Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.

Advertising is in the midst of  a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer.

• Turn great ideas into successful campaigns
• Work effectively in all media channels
• Avoid the kill shots that will sink any campaign
• Protect your work
• Succeed without selling out

Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

Author Biography

Table of Contents

PREFACE VII

INTRODUCTION: ON BEING THE SECOND-SMARTEST PERSON IN THE ROOM. IX

CHAPTER 1 A Brief History of Why Everybody Hates Advertising

And why you should try to get a job there. 1

CHAPTER 2 The Creative Process

Or, Why it’s impossible to explain what we do to our parents. 17

CHAPTER 3 Ready Fire! Aim

Or, What to say comes before how to say. 31

CHAPTER 4 The Sudden Cessation of Stupidity

How to get ideas—the broad strokes. 47

CHAPTER 5 Write When You Get Work

Completing an idea—some finer touches. 79

CHAPTER 6 The Virtues of Simplicity

Or, Why it’s hard to pound in a nail sideways. 105

CHAPTER 7 Stupid, Rong, Naughty, and Viral

Getting noticed, getting talked about. 121

CHAPTER 8 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and platforms. 143

CHAPTER 9 Zen and the Art of Tastee-Puft

Or, Managing time, energy, panic, and your creative mind. 155

CHAPTER 10 Digital Isn’t a Medium, It’s a Way of Life

Ads, media, content, and customers—they’ve all gone digital. 171

CHAPTER 11 Change the Mindset, Change the Brief, Change the Team

Digital work means the end of “us and them.” 183

CHAPTER 12 Why Pay for Attention When You Can Earn It?

Or, Advertising so interesting, people go out of their way to see it. 197

CHAPTER 13 Social Media Is the New Creative Playground

It seems like a free-for-all, but there are some basic guidelines. 219

CHAPTER 14 How Customers become Customers in the Digital Age

Be findable, be present, be everywhere. 233

CHAPTER 15 Surviving the Digital Tsunami

Or, How to be a one, not a zero. 247

CHAPTER 16 In the Future, Everyone Will Be Famous for 30 Seconds

Some advice on telling stories visually. 259

CHAPTER 17 Radio Is Hell, but It’s a Dry Heat

Some advice on working in a tough medium. 271

CHAPTER 18 Only the Good Die Young

The enemies of good ideas. 299

CHAPTER 19 Pecked to Death by Ducks

Presenting and protecting your work. 327

CHAPTER 20 A Good Book . . . or a Crowbar

What it takes to get into the business. 357

CHAPTER 21 Making Shoes versus Making Shoe Commercials

Is this a great business, or what? 393

SUGGESTED READING 403

NOTES 407

BIBLIOGRAPHY 417

ALSO BY LUKE SULLIVAN 421

ACKNOWLEDGMENTS 423

ABOUT THE AUTHOR 425

INDEX 427