15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page iii Hey,Whipple, Squeeze This A Guide to Creating Great Ads Third Edition LUKE SULLIVAN John Wiley & Sons,Inc. 15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page vi 15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page i Hey,Whipple, Squeeze This 15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page ii Adweek Books address the challenges and opportunities of the marketing and advertising industries, written by leaders in the business. We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines. Great Books from the Adweek Series Include: Disruption: Overturning Conventions and Shaking Up the Marketplace, by Jean-Marie Dru Truth, Lies and Advertising: The Art of Account Planning, by Jon Steel Perfect Pitch: The Art of Selling Ideas and Winning New Business, by Jon Steel Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition, by Adam Morgan Life after the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising,by Joseph Jaffe Pick Me!: Breaking Into Advertising, and Staying There,by Janet Kestin and Nancy Vonk Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising, 3rd Edition, by Luke Sullivan 15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page iii Hey,Whipple, Squeeze This A Guide to Creating Great Ads Third Edition LUKE SULLIVAN John Wiley & Sons,Inc. 15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page iv Copyright © 2008 by Luke Sullivan All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748- 6008, e-mail: [email protected]. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services, and you should consult a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services please contact our Customer Care Department within the U.S. at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. ISBN 9780470190739 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page v TO MY DEAR WIFE, CURLIN, AND OUR GROWING BOYS, REED AND PRESTON 15934_Sullivan_ffirs_3p.r.qxp 1/2/08 10:03 AM Page vi 15934_Sullivan_ftoc_3p.r.qxp 1/2/08 10:03 AM Page vii CONTENTS FOREWORD BY ALEX BOGUSKY xi PREFACE xiii CHAPTER 1 Salesmen Don’t Have to Wear Plaid Selling without selling out 1 CHAPTER 2 A Sharp Pencil Works Best Some thoughts on getting started 16 CHAPTER 3 A Clean Sheet of Paper Making an ad—the broad strokes 36 CHAPTER 4 Write When You Get Work Making an ad—some finer touches 80 CHAPTER 5 In the Future,Everyone Will Be Famous for 30 Seconds Some advice on making television commercials 116