Hey Whipple, Squeeze This

The new edition of the book readers call the bible for advertising

The sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.

In this fully updated edition, you’ll explore:

• How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation.
• How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life.
• How to go 180˚ against common sense for ideas that have the potential of becoming viral.
• How to create the kind of portfolio that will get you a job in the industry.

Foreword xi

Preface xv

1 A Brief History of Why Everybody Hates Advertising

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

2 The Creative Process

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

3 Tell the Truth and Run

Saying the right thing the right way. 31

4 A Controlled Daydream

Concepting: coming up with ideas. 53

5 Brevity Is the Soul of Wit

The art of copywriting. 81

6 The Virtues of Simplicity

Or, why it’s hard to pound in a nail sideways. 115

7 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and brand platforms. 129

8 Rewiring Your Brain

Chasing ideas and making big creative leaps. 147

9 Viral, Naughty, and Rong ®

Getting noticed, getting talked about. 161

10 Advertising 2.0

Moving from analog into digital. 179

11 Make the Idea Bigger, Not the Logo

Or, why branded content is more interesting than advertising. 193

12 Concepting for the Hive Mind

Creating buzz with social marketing. 211

13 Everything That Can Be Digital, Will Be

Creative techs, developers, and the mobile future. 229

14 Stopping People From Going to the Bathroom

Some advice on television and video. 249

15 Creative Mind Versus Monkey Mind

Or, managing time, energy, panic, and your creative mind. 265

16 Pecked to Death by Ducks

Presenting and protecting your work. 281

17 Just Start World War III

What it takes to get into the business. 303

18 Advertising: the Most Fun You Can Have with Your Clothes on

Is this a great business or what? 343

Suggested Reading 349

Bibliography 353

Notes 359

Acknowledgments 371

About the Author 373

Also by Luke Sullivan 375

Index 377

UPDATED 6TH EDITION OF THE BESTSELLING GUIDE TO ADVERTISING. ALL NEW MATERIAL ON CONTENT CREATION, SOCIAL MEDIA, AND BRANDED CONTENT.

This is the single best introduction to succeeding in one of the most fun, most lucrative creative jobs out there–advertising. With a worldwide fan base built over 20 years and five editions, this nearly all-new sixth edition has new chapters, new examples, and new how-to advice on applying creativity in this digital-first industry. With assistance from ad veteran Edward Boches, the classic guide can help juniors and working professionals create great advertising in any format: from content creation for TikTok to Instagram, social media to interactive, as well as traditional media like television, print, and outdoor.

PRAISE FOR HEY WHIPPLE, SQUEEZE THIS

“Few advertising texts have improved with time, yet Hey Whipple has done just that. The wisdom, lessons, examples and sage advice are enduringly right and endlessly helpful. Read and reap!”
—Wendy Clark, Global CEO, Dentsu International“

“For over 20 years, Hey Whipple has been the go-to how-to for beginners. If the fifth edition was called ‘a classic,’ this sixth one should be a doozy. Oh, did I mention Sullivan is an alum of The Martin Agency?”
—Kristen Cavallo, CEO, The Martin Agency

“I can’t imagine starting my career in advertising without Luke’s words, and neither should you. This book is a collection of ‘OMG I WISH I KNEW THIS THEN!’ — and now, you will.”
—Neha Guria, Art Director at Goodby, Silverstein & Partners and former student of Sullivan’s

Additional material on heywhipple.com