Hey,Whipple, Squeeze This

348 Pages·2008·4.88 MB·English

15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page iii
Hey,Whipple,
Squeeze This
A Guide to Creating Great Ads
Third Edition
LUKE SULLIVAN
John Wiley & Sons,Inc.
15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page vi
15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page i
Hey,Whipple,
Squeeze This
15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page ii
Adweek Books address the challenges and opportunities of the marketing
and advertising industries, written by leaders in the business. We hope
readers will find these books as helpful and inspiring as Adweek,
Brandweek, and Mediaweek magazines.
Great Books from the Adweek Series Include:
Disruption: Overturning Conventions and Shaking Up the Marketplace,
by Jean-Marie Dru
Truth, Lies and Advertising: The Art of Account Planning, by Jon Steel
Perfect Pitch: The Art of Selling Ideas and Winning New Business,
by Jon Steel
Eating the Big Fish: How Challenger Brands Can Compete Against Brand
Leaders, 2nd Edition, by Adam Morgan
Life after the 30-Second Spot: Energize Your Brand With a Bold Mix of
Alternatives to Traditional Advertising,by Joseph Jaffe
Pick Me!: Breaking Into Advertising, and Staying There,by Janet Kestin
and Nancy Vonk
Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising,
3rd Edition, by Luke Sullivan
15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page iii
Hey,Whipple,
Squeeze This
A Guide to Creating Great Ads
Third Edition
LUKE SULLIVAN
John Wiley & Sons,Inc.
15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page iv
Copyright © 2008 by Luke Sullivan All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any
form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise,
except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without
either the prior written permission of the Publisher, or authorization through payment of the
appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive,
Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com.
Requests to the Publisher for permission should be addressed to the Permissions Department,
John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax (201) 748-
6008, e-mail: [email protected].
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best
efforts in preparing this book, they make no representations or warranties with respect to the
accuracy or completeness of the contents of this book and specifically disclaim any implied
warranties of merchantability or fitness for a particular purpose. No warranty may be created or
extended by sales representatives or written sales materials. The advice and strategies contained
herein may not be suitable for your situation. The publisher is not engaged in rendering
professional services, and you should consult a professional where appropriate. Neither the
publisher nor author shall be liable for any loss of profit or any other commercial damages,
including but not limited to special, incidental, consequential, or other damages.
For general information on our other products and services please contact our Customer Care
Department within the U.S. at [phone], outside the United States at [phone] or fax
[phone].
Wiley also publishes its books in a variety of electronic formats. Some content that appears in
print may not be available in electronic books. For more information about Wiley products, visit
our web site at www.wiley.com.
ISBN 9780470190739
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page v
TO MY DEAR WIFE,
CURLIN,
AND OUR GROWING BOYS,
REED AND PRESTON
15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page vi
15934_Sullivan_ftoc_3p.r.qxp 1/2/08 10:03 AM Page vii
CONTENTS
FOREWORD BY ALEX BOGUSKY
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
16
CHAPTER 3
A Clean Sheet of Paper
Making an ad—the broad strokes
36
CHAPTER 4
Write When You Get Work
Making an ad—some finer touches
80
CHAPTER 5
In the Future,Everyone Will Be Famous for 30 Seconds
Some advice on making television commercials
116