Hey, Whipple, Squeeze This, The Classic Guide to Creating Great Ads by Sullivan, Luke -- Read -- Imperial Library of Trantor

Index

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

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

Suggested Reading Bibliography Also by Luke Sullivan Acknowledgments About the Author Index End User License Agreement