| Description |
1 online resource |
| Contents |
Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads -- Contents -- Preface -- Introduction: On Being The Second-Smartest Person in The Room -- 1: A Brief History of Why Everybody Hates Advertising: And why you should try to get a job there -- 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. -- 2: The Creative Process: Or, Why it's impossible to explain what we do to our parents -- 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 -- 3: Ready Fire! Aim: Or, What to say comes before how to say -- Remember, You Have Two Problems to Solve: The Clients and Yours -- Before You Put Pen to Paper. -- Examine the current positioning of the product or brand. -- Try the competitor's product. -- Develop a deep understanding of the client's business. -- On the other hand, there's value in staying stupid. -- Get to know the client's customers as well as you can. -- Listen to customers talk. -- Ask yourself what would make you want the product. -- Imagine a day in the life of your customer. -- Imagine the buying process. -- Study the client's previous work. -- Look at the competitors' advertising. -- Read the awards books -- study the sites. -- A Few Words on Authenticity. -- Some tactics on communicating true authenticity. -- The Final Strategy. -- The best creative people are closet strategists. -- Make sure what you have to say matters. -- Insist on a tight strategy. -- The final strategy should be simple. -- The difference between strategy and tactics. -- 4: The Sudden Cessation of Stupidity: How to get ideas-the broad strokes |
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Get Something, Anything, on Paper. -- First, say it straight. Then say it great. -- Restate the strategy and put some spin on it. -- Put the pill inside the bologna, not next to it. -- Stare at a picture that has the emotion of the ad you want to create. -- Let your subconscious mind do it. -- Try writing down words from the product's category. -- ̀̀Embrace the suck.́́ -- Allow yourself to come up with terrible ideas. -- Allow your partner to come up with terrible ideas. -- Share your ideas with your partner, especially the kinda dumb, half-formed ones. -- Spend some time away from your partner, thinking on your own. -- Tack the best ideas on the wall. Look for patterns. -- Come up with a lot of ideas. Cover the wall. -- Quick sketches of your ideas are all you need during the creative process. -- Write. Don't talk. Write. -- Write hot. Edit cold. -- Once you get on a streak, ride it. -- Never be the ̀̀devil's advocate.́́ -- Can you use the physical environment as a medium? -- ̀̀Do I Have to Draw You a Picture?́́ -- ̀̀Do I want to write a letter or send a postcard?́́ -- Can the solution be entirely visual? -- Coax an interesting visual out of your product. -- Get the visual clichés out of your system right away. -- Avoid style -- focus on substance. -- Show, don't tell. -- Saying isn't the same as being. -- Move back and forth between wide-open, blue-sky thinking and critical analysis. -- Think it through before you do the ol' exaggeration thing. -- Consider the opposite of your product. -- Interpret the problem using different mental processes. -- Put on different thinking caps. -- Pose the problem as a question. -- Don't be afraid to ask what seems-at first-to be an astonishingly dumb question. -- Avoid the formula of saying one thing and showing another. -- Whenever you can, go for an absolute. -- Metaphors must've been invented for advertising |
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̀̀Wit invites participation.́́ -- The wisdom of knock-knock jokes. -- Don't set out to be funny. Set out to be interesting. -- Learn to recognize big ideas when you have them. -- Big ideas transcend strategy. -- Don't keep running after you catch the bus. -- 5: Write When You Get Work: Completing an idea-some finer touches -- 95 Percent of All Advertising Is Poorly Written-Don'T Add to the Pile. -- On writing brand manifestos. -- Get puns out of your system right away. -- Don't just start writing headlines willy-nilly. Break it down: Do willy first, then move on to nilly. -- If the idea needs a headline, write 100. -- Save the operative part of the headline for the very end. -- Never use fake names in a headline. (Or copy. Or anywhere else, for that matter.) -- Don't let the headline flex any muscles when the visual is doing the heavy lifting. -- When it's just a headline, it'd better be a pretty good headline. -- Certain headlines are currently checked out. You may use them when they are returned. -- Writing Body Copy. -- Writing well, rule #1: Write well. -- Write like you'd talk if you were the brand. -- At the same time, remember to write like you talk. -- Pretend you're writing a letter. -- Don't have a ̀̀pre-ramble.́́ -- Five rules for effective speechwriting from Winston Churchill. -- ̀̀It's not fair to inflict your own style on a strategy.́́ -- Eschew obfuscation. -- Once you lay your sentences down, spackle between the joints. -- Break your copy into as many short paragraphs as you can. -- When you're done writing the copy, read it aloud. -- When you're done writing your body copy, go back and cut it by a third. -- Proofread your own work. -- If you have to have one, make your tagline an anthem. -- A Few Notes on Design and One on Thinning the Herd. -- Something has to dominate the ad. -- Avoid trends in execution. -- Own something visual |
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Be objective. -- Kill off the weak sister. -- Always, always show babies or puppies. -- 6: The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways -- Make Sure the Fuse on Your Idea Isn'T Too Short or Too Long. -- Simple has stopping power. -- Simple is bigger. -- Simple is easier to remember. -- Simple breaks through clutter. -- Keep paring away until you have the essence of your ad. -- A Few Words About Outdoor (Three Would Be Ideal, Actually.) -- Billboards, banner ads, posters, 15-second TV-they all force you to be simple. -- Outdoor is a great place to get outrageous. -- Your outdoor must delight people. -- 7: Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about -- The Art of Being Rong® -- ̀̀The reverse side also has a reverse side.́́ -- Question the brief, the media, question everything. -- Try doing something counterintuitive with the medium. -- Does it really have to be an ad? If so, does it have to be a flat page? -- Do not sit down to do an ad. Sit down to do something interesting. -- Instead of doing an ad, change the product, or make a new one. -- The Strategic Invincibility of Stupid. -- The highest form of rong-stupid. -- Working way out past the edge. -- ̀̀Love, Honor, and Obey Your Hunches.́́ -- Build a Small, Cozy Fire With the Rule Books. Start With This One. -- 8: Why Is the Bad Guy Always More Interesting?: Storytelling, conflict, and platforms -- Platforms: the Mother of Stories. -- Campaigns vs. platforms. -- Platforms are ideas that create ideas. -- Think of a campaign as a movie and a platform as a Hollywood franchise. -- Two signs you have a platform: it fits on a Post-It note, and it starts talking to you and won't shut up. -- Truth + conflict = platform -- 9: Zen and the Art of Tastee-Puft: Or, Managing time, energy, panic, and your creative mind -- What to Do When You'Re Stuck |
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First of all, being stuck is a good sign. Seriously. -- If you're stuck, relax. -- Leave the office and go work somewhere else. -- What does the ad want to say? -- Get off the stinkin' computer. -- Go to the store where they sell the stuff. -- Go to a bookstore and study books on your subject. -- Read an old Far Side collection by Gary Larson. -- Ask your creative director for help. -- Get more product information. -- Go into it knowing there's a chance you could fail. -- It helps to work on several projects at once. -- Don't burn up energy trying to make something work. -- Be patient. -- Learn to enjoy the process, not just the finished piece. -- Remember, you aren't saving lives. -- 10: Digital Isn't a Medium, It's a Way of Life: Ads, media, content, and customers- they've all gone digital -- We Are So Not in Kansas Anymore. -- It's not about making ̀̀digital advertising.́́ It's about making advertising for a digital world. -- Funny, It Doesn'T Look Like Advertising. -- Red Bull gives users a rush online. -- Dove produces a mini-documentary. -- The Swedish Institute gives away its Twitter feed. -- Century 21 hijacks the finale of Breaking Bad. -- Lowe's starts running six-second commercials. -- Ice Bucket Challenge raises 100 million. Media Investment: 0.00. -- Digital advertising can be building things out of connected devices. -- 11: Change the Mindset, Change the Brief, Change the Team -- ̀̀We Have Met the Enemy and It Is Uś́ (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 |
| Summary |
"The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work"-- Provided by publisher |
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"Hey Whipple, Squeeze This: A Guide To Great Advertising is a classic bestseller in the field, and has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students of the craft now need additional information in order to ply their craft in the digital world. This new fifth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print and outdoor ads. Creativity is still king. The lessons about writing and art direction contained in four previous editions of Whipple are still relevant. But this new edition contains important new chapters and updates that bring Whipple firmly into the new digital world. This new edition is updated for the digital age to include new material, covering topics such as: - The Supreme Importance of Authenticity: Figuring out how to say it believably - The Virtues of Simplicity: Figuring out how to say it quickly - Why is the Bad Guy always more Interesting?: Leveraging conflict for faster idea building - Storytelling Platforms: Creating ideas that create ideas"-- Provided by publisher |
| Notes |
Revised edition of the author's Hey Whipple squeeze this!, 2012 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record and CIP data provided by publisher |
| Subject |
Advertising copy.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Advertising copy
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| Form |
Electronic book
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| Author |
Boches, Edward, author.
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| LC no. |
2015044517 |
| ISBN |
9781119164029 |
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1119164028 |
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9781119164036 |
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1119164036 |
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1119164001 |
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9781119164005 |
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