Hey, Whipple, Squeeze This The Classic Guide to Creating Great Ads, 4th Edition

Foreword (Mike Hughes)

Preface

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: Coming up with an idea—the broad strokes

Chapter 4 Write When You Get Work: Completing an idea—some finer touches

Chapter 5 Concepting For The Hive Mind: Creativity in Analog and Digital

Chapter 6 Big Honkin' Ideas: Putting it all together

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

Chapter 8 But Wait, There's More! Does direct-response TV have to suck?

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

Chapter 10 “Toto, I Have a Feeling We're Not in McMann & Tate Anymore.” Working out past the edge

Chapter 11 Only the Good Die Young: The enemies of advertising

Chapter 12 Pecked to Death by Ducks: Presenting and protecting your work

Chapter 13 A Good Book or a Crowbar: Some thoughts on getting into the business

Chapter 14 Making Shoes versus Making Shoe Commercials: Is this a great business or what?

Suggested Reading

Bibliography

Online resources

Notes

Acknowledgments

Index

Luke Sullivan is an award-winning copywriter with over thirty-three years of experience in the business at some of the elite agencies in America—Fallon, The Martin Agency, and GSD&M. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business, and now chairs the advertising department at the Savannah College of Art and Design.

Sam Bennett is a digital strategist at GSD&M in Austin. She began her career in digital at T3 before coming to GSD&M, where she's managed accounts of national brands like Walmart, John Deere, and BMW. For the last three years, she's focused solely on the digital strategy for Marshalls, Legacy, and Jarritos, as well as for the agency itself.