So, the title is a bit of a stab at the commercial and character by essentially saying “read this” it’s going to make better ads than you made, which introduces the whole concept of their book, making good ads. I usually think books on advertising spend too much explaining the creative process as “the magical moment during shower when everything makes sense”. This time, it took just 10 minutes to create a new concept, and to everyone's surprise, the client said she loved it and settled to produce this concept. These metaphors are like traffic signs, directing the viewers with almost immediate effect into the right mood.

Hey, Whipple, Squeeze This Summary | Luke Sullivan Hey, Whipple, Squeeze This Summary | Luke Sullivan

On the other hand, magazine and newspaper ads can have more words explaining the ad because the viewer has more time and opportunity and will to read the ads. With their first main argument that advertising is hated by most people but it can be overcome is valid because it’s true that most people do hate advertising. Your career in advertising can be even more rewarding if you know the tricks the authors have outlined in this book. This process continues for several days, even weeks, and then one day, completely without warning, an idea just shows up at your door, all nattied up like a Jehovah's Witness.The other ad being the Volkswagen ad (page 150) with an empty parking spot between a cop car and a row of motorcycles, to advertise for the new park assist feature.

Hey whipple squeeze this! : a classic guide to creating great ads Hey whipple squeeze this! : a classic guide to creating great ads

The issue for advertisers is to overcome this hatred and have people look at their ads and have the idea stick to potential consumers. One notable episode features a brainstorming session where Kate and her team are trying to come up with their latest ad campaign. Unlock the secrets of Google Analytics 4 with our curated list of the best GA4 training books for 2023! To use a cliche that would probably make a seasoned ad-man like Sullivan roll his eyes, this is one of those books that "shows how the sausage is made," so to speak. And despite the fact that neither of those topics are interesting to you, you still have to do your best on both!So, even if your idea is extraordinary, it is still likely that they reject it, and when they think you have no more ideas to offer, they may turn to other advertising agencies. However, on the first pages of the book he gives an example of advertising, which everyone hated, but whose product, at the same time, everyone bought. If a viewer can predict how an ad would end once he sees its very beginning, he most likely would switch to another channel or move his attention away from the TV. I received this book from one of my freelance bosses, and he said it would be better that I fully absorb the principles here than try to learn more from other books.

Hey Whipple, Squeeze This Book Summary: Best Advertising Book Hey Whipple, Squeeze This Book Summary: Best Advertising Book

As described by Sullivan, during his time working in an agency's creative department, he spent most of his time with his feet rested on the desk, talking about movies with his partner; that's because inspirations often come after brainstorming and contemplation. To help you identify your brand’s “story,” the authors recommend brainstorming a single word that defines that brand. During the third phase, you can apply the insights you’ve gained from the first two steps — but this time, you’ll add a twist.

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Hey, Whipple, Squeeze This: The Classic Guide to Creating Hey, Whipple, Squeeze This: The Classic Guide to Creating

Because when you’re working on a project for a client, you might be working on something as dull as life insurance or as bright as party planning. People are often united by common basic needs; a younger look, a happier family, or a healthier body. They also support that these sites should do this because “vertical video generate nine times the views that horizontal video delivers”. will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman. You can’t make it in advertising unless you have a great idea, but without some experience, how do you cultivate great ideas?

And when you think about it in that context, you’re forced to confront the mind-blowing struggle of what you’re really trying to do. O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers. Dive in for free with a 10-day trial of the O’Reilly learning platform—then explore all the other resources our members count on to build skills and solve problems every day. I found my favorite chapter to be the penultimate one where Sullivan goes over how to enter into the business full of tips on interviews, portfolio setup, and job hunting.