Hey whipple, squeeze this: the classic guide to creating great ads

TABLE OF CONTENTS
FOREWORD BY ANSELMO RAMOS

PREFACE

1 A Brief History of Why Everybody Hates Advertising

And why you should try to get a job there.

2 The Creative Process

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

3 Tell the Truth and Run

Saying the right thing the right way.

4 A Controlled Daydream

Concepting: Coming up with ideas.

5 Brevity Is the Soul of Wit

The art of copywriting.

6 The Virtues of Simplicity

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

7 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and brand platforms.

8 Rewiring Your Brain

Chasing ideas and making big creative leaps.

9 Viral, Naughty, and Rong®

Getting noticed, getting talked about.

10 Advertising 2.0

Moving from analog into digital.

11 Make the Idea Bigger, Not the Logo

Or, why branded content is more interesting than advertising.

12 Concepting for the Hive Mind

Creating buzz with social media.

13 Everything Than Can Be Digital, Will Be

Creative techs, developers, and the mobile future.

14 Stopping People from Going to the Bathroom

Some advice on television and video.

15 Creative Mind Versus Monkey Mind

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

16 Pecked to Death by Ducks

Presenting and protecting your work.

17 A Good Portfolio, or a Crowbar

What it takes to get into the business.

18 Advertising: The Most Fun You Can Have with Your Clothes On

Is this a great business, or what?

SUGGESTED READING

BIBLIOGRAPHY

NOTES

ACKNOWLEDGMENTS

ABOUT THE AUTHOR

ALSO BY LUKE SULLIVAN

INDEX

DESCRIPTION
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.