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Zusammenfassung von Hey Whipple, Squeeze This!

Name: Hey Whipple, Squeeze This!
Rating: 4.2 (17 reviews)
Author: Luke Sullivan with Sam Bennett

Luke Sullivan with Sam Bennett

The Classic Guide to Creating Great Ads

4.2 (17 Bewertungen)

15 Min.

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Marketing

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What’s in it for me? Learn how to write ads that work.

When we read about advertising, we often think about Mad Men: A bunch of suave, creative geniuses who lounge around drinking all day until—boom! their idea blows the client away and the day is saved.

In fact, advertising is a lot messier. It involves grappling with clients and ideas and partners and products, all in pursuit of the dream of conveying the simplest message for customers to relate to. But how? How can you make earth-shattering ads that seem to sum up the whole world in 30 seconds or less?

Hey Whipple, Squeeze This! explains the secret to getting a job in advertising, tells you how to write ads for many mediums, and provides numerous tricks to squeeze the genius out of your ideas.

In these blinks you’ll learn

why writing ads is like washing a pig;
how Volkswagen played with its own weaknesses in classic ads; and
how to write conversations that sound real.

To get started in advertising, you need an exceptional portfolio.

Many years ago, a few good ideas and a passion for the business were enough to get you hired by an agency. Today, it’s a different story. The industry has become so popular that you’d better have an outstanding portfolio, or book, if you want to get your big break.

Your book is both your job application and your talent, and should set you apart from the crowd. This is vital, as the competition for ad jobs grows more intense every day, as more and more students complete advertising degrees with highly polished books. But you don’t have to go to ad school to create an outstanding book.

You need just eight or nine hypothetical campaigns that have been worked to an excellent standard. How do you do this? By concentrating on campaigns based on good ideas. Agencies aren’t impressed with a good finished ad – they’re much more interested in ideas that reflect unique talent.

Here’s an example. A famous Nike ad shows Michael Jordan jumping and scoring, with the line “Michael Jordan: 1. Isaac Newton: 0.” This ad could be in its earliest stage, even crudely hand drawn, and the brilliant idea would still shine through.

But where do great ideas come from? Begin by developing ideas around products that you like and use. Then take a look at old, award-winning ads. Why did they work, what was their secret? After analyzing them, return to developing your own ideas, but this time choose products that you’d never use yourself.

For example, if you’re a guy, consider ideas for bridal magazines, or if you’re a girl, develop ads for jock straps. This will show agencies that you can apply your talents in more than one field.

Creating ideas is hard work.

Sorry, but Mad Men just isn’t an accurate portrayal of work in advertising. It’s not all affairs and parties! The truth is, the whole process of creating ads can be extremely chaotic, and creating successful work takes serious effort.

Working in advertising means giving your best for every new client. But this can be challenging when each client is wildly different to the next. One day you might work for the financial sector and ponder market-indexed annuities, while the next you could be thinking about the difference between “kibble” and “bit” for a dog-food ad.

Even though the creative process is tough, there are ways to regain your flow.

If you’re a creative working on an idea, you probably feel incredibly stressed from time to time, or perhaps all the time. Nevertheless, you’ve got to stay calm, even when you’re blocked. There are a bunch of tricks that can help you get into the flow again.

Like Nike says, sometimes it’s best to just do it. Without thinking about it, start writing something. Start by scrawling down, “This is an ad about . . .” Next, put down whatever comes to mind. You’ll be surprised how quickly you’ll discover the words you needed.

Keep it simple, keep it honest!

Seen any great ads on TV lately? The ones that impress us seem to tell surprising stories and present them immaculately, with great visual effects. Seems like pretty complicated work, right? But they often come from nothing more than clear and simple statements. How can we ourselves come up with these?

First, try to find one great adjective that represents the brand. Your audience has a limited attention span and is under constant bombardment with information, so it doesn’t have time to find out all that your brand stands for. Instead, it’s your job to make it clear to them from the outset. What you need is just one memorable word to make a lasting impression.

Brand image must be backed up by actions, and it has to stand out.

Decades ago, ads written for TV, magazines, radios and billboards could depend on the strength of their ideas for success. But now, with the internet and smartphones, advertisers are working in an entirely different world.

We’ve got information at our fingertips, and people aren’t willing to just sit in front of the TV and hear companies extol their products’ virtues. Ads have to be backed up by actions, as consumers can question company messages and find the truth online. Companies must operate the way their ads promise.

Successful TV ads first surprise us, and then make us think.

Most of us dodge the commercial breaks for a trip to the kitchen. So how can TV ads, or spots, grab the attention of their viewers?

By telling the story in a powerful and visual way. The Suffex Safer Roads Partnership achieved this with an ad that went viral online within weeks.

For radio commercials, keep it natural.

With only audio at your disposal and just enough time for a few sentences, radio ads require a yet another kind of creative thinking. The challenge to grab people’s attention is even tougher – but still achievable!

Radio ads can still create images in peoples’ heads by setting the scene with background sound. For example, if the ad takes place in a restaurant, the buzz of people chatting, the clatter of dishes stacking and the clinking of cutlery will be enough to set a vivid scene.

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Worum geht es in Hey Whipple, Squeeze This!?

Hey Whipple, Squeeze This! has become a seminal guide to the world of advertising for those who have been in the business for decades, for newcomers, and for anybody intrigued by what happens when creativity meets commerce. The title is an irreverent nod to an unconventional 1970s campaign for Charmin toilet paper that featured an annoying shop clerk called Mr Whipple, who couldn’t stop squeezing the product. It sets the tone for Sullivan’s honest and practical insights into the sometimes crazy creative process of advertising.

Bestes Zitat aus Hey Whipple, Squeeze This!

A book full of cool ads doesnt guarantee you a great job. A book full of brilliant thinking does.

—Luke Sullivan with Sam Bennett

Wer Hey Whipple, Squeeze This! lesen sollte

Anyone working in advertising or marketing
Anyone interested in how ads work
Anyone who watches too much Mad Men

Über den Autor

Luke Sullivan is renowned for his 32-year career in advertising under eminent agencies such Fallon and GSD&M. He is currently chairman of the advertising department at the Savannah College of Art and Design.

Sam Bennett was a contributing author to the updated edition of this book. She is currently the director of brand and digital strategy at Martin Williams.

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