Hey whipple, squeeze this : the classic guide to creating great advertising / Luke Sullivan

Includes bibliographical references and index.

FOREWORD -- PREFACE -- A BRIEF HISTORY OF WHY EVERYBODY HATES ADVERTISING -- THE CREATIVE PROCESS -- TELL THE TRUTH AND RUN -- A CONTROLLED DAYDREAM -- BREVITY IS THE SOUL OF WIT -- THE VIRTUES OF SIMPLICITY -- WHY IS THE BAD GUY ALWAYS MORE INTERESTING -- REWIRING YOUR BRAIN -- VIRAL, NAUGHTY AND RONG -- ADVERTISING 2.0 -- MAKE THE IDEA BIGGER, NOT THE LOGO -- CONCEPTING FOR THE HIVE MIND -- EVERYTHING THAT CAN BE DIGITAL, WILL BE -- STOPPING PEOPLE FORM GOING TO THE BATHROOM -- CREATIVE MIND VERSUS MONKEY MIND -- PECKED TO DEATH BY DUCKS -- JUST START WORLD WAR III -- ADVERTISING: THE MOST FUN YOU CAN HAVE WITH YOUR CLOTHES ON -- SUGGESTED READING -- BIBLIOGRAPHY -- NOTES -- ACKNOWLEDGEMENTS -- ABOUT THE AUTHOR -- ALSO BY LUKE SULLIVAN -- INDEX.

"Hey Whipple, Squeeze This, has helped generations of young creatives in advertising make their mark in the field. The lessons about writing and art direction contained in 5 previous editions of Whipple are still relevant. Creativity is still king. But students of the craft now need additional guidance to ply their craft in a digital-first world. This edition contains important new chapters and updates that explain how to create great advertising in any format, including viral video content for YouTube and TikTok, content-marketing, social media, digital campaigns, as well as traditional television, radio, print and outdoor ads"-- Provided by publisher.