In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.
LUKE SULLIVAN is an award-winning copywriter with over twenty years in the business at some of the elite agencies in America–Fallon McElligott and The Martin Agency. Twice named by Adweek as one of the top advertising writers in the country, Sullivan has some twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.
Table of Contents
Chapter 1. Salesmen Don't Have to Wear Plaid: Selling without selling out.
Chapter 2. A Sharp Pencil Works Best: Some thoughts on getting started.
Chapter 3. A Clean Sheet of Paper: Making an ad—the broad strokes.