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Book Reviews
Hey
Whipple, Squeeze This
This book has been on my shelf for months, and I have
no idea why I haven't reviewed it yet, because it's great.
It's written by someone who really knows what they're
talking about. It's entertaining and informative, and
it's subtitled 'A Guide To Creating Great Ads'.
Praise for 'Hey Whipple, Squeeze This'…
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It's
a perfect lesson in advertising for newcomers - and
a familiar and laughably painful reminiscence for
those of us entrenched in this noble and often crazy
profession.
Lee
Clow, Chairman, TBWA Chiat/Day, Chief Creative Officer,
Worldwide
The
most informative and entertaining book about life
as it really is in the creative department of an
advertising agency. Even account men could write
great ads after reading it.
Tim
Delaney, Leagas-Delaney, London
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Here's the full list of chapter headings:
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1.
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Salesmen
Don't Have to Wear Plaid
(Selling without selling hard) |
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2.
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A
Sharp Pencil Works Best
(Some thoughts on getting started) |
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3.
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A
Clean Sheet of Paper
(Making an ad - the broad strokes) |
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4.
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Write
When You Get Work
(Making an ad - some finer touches) |
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5.
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In
the Future, Everyone Will Be Famous for 30 Seconds
(Some advice on making television commercials)
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6.
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Radio
is Hell. But It's a Dry Heat.
(Some advice on working in a tough medium) |
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7.
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"Toto,
I Have a Feeling We're Not in McCann-Erickson
Anymore" (Working out past the edge) |
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8.
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Only
the Good Die Young
(The enemies of advertising) |
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9.
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Pecked
to Death by Ducks
(Presenting and protecting your work) |
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10.
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A
Good Book or a Crowbar
(Some thoughts on getting into the business) |
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11.
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Making
Shoes versus Making Shoe Commercials
(Is this a great business or what?) |
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Click on item to
purchase at Amazon |
The title of the book is a reference to a certain 'Mr Whipple'
who used to sell toilet paper in television commercials
the author watched as a child. And in many ways this is
a very personal book; we get to see the first ad the author
ever wrote, and a lot of personal opinion too. Which you
can't fault, because Luke Sullivan has been named as one
of the top advertising writers of the century by Adweek,
not just once, but twice.
It's a refreshing and highly informative read for anyone
responsible for, or interested in, how to produce great
advertising.
Here's one last comment…
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In
an advertising world filled with glib, fast-talking
'experts' more adept at arranging lunch than writing
ads, Luke Sullivan is the exception. Here, at last,
is a step-by-step primer for anyone interested in
writing effective, powerful, breakthrough ads.
Tom
McElligott, Co-Founder, Fallon McElligott |
Buy it at Amazon.
Brand Manual
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