Hey Whipple, one more time! The third edition of Luke Sullivan's guide to creating great advertising

Image of Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising

A lot has changed since the first edition of the now staple creative diet book "Hey Whipple, Squeeze This", not just that Dick Wilson who played Mr Whipple has gone to squeeze the big fluffy clouds in the sky at the grand age of 91. There's also the galloping development of the web and the myriad of new media areas. So how does the grand old classic "idea" apply to these new solutions? Don't worry, Luke knows.

“Luke Sullivan writes just about as relevant an advertising read as you can get. It’s a perfect lesson in advertising for newcomers – and a familiar and highly painful reminiscence for those of us entrenched in this noble and often crazy profession.”
–Lee Clow, Chairman, TBWA/Chiat, Chief Creative Officer Worldwide
“This is a business that is changing like crazy, but Sullivan’s advice is timeless.”
–Mike Hughes, President, Creative Director, The Martin Agency
“Luke’s reflections on the advertising industry make me wish I could do it all over again. Except for that ‘scab’ story in Chapter 10.”
–Bob Barrie, Barrie D’Rozario Murphy

Lets do an excerpt. My favorite way to check out a book is to slap it open and read a bit. If I fancy it, I buy it. The third edition of this book doesn't just have two new chapters but old chapters have been updated as well as the examples were getting a little dusty. Check out chapter eight inside for your test read.

Ad Books: 

If you don't deserve an award, who does?

“If you don’t deserve an award who does?” is a campaign created by la comunidad to raise awareness for the annual One Show’s Call for Entries (Deadline: January 31, 2008. To download a Call for Entries PDF, go to www.oneclub.org).

Made for creatives by creatives, this campaign is a tribute to the sacrifices creatives make in their lives to achieve excellence. The campaign consists of posters, print, videos (wife, bear, frankenstein) and interactive, including "hack man", a video game.


Chemistry.com - Motel/Clown/Beach (2008) Print (USA)

The folks at Hanft Raboy and Partners have send in their latest print campaign for Chemistry.com. The new ad follow the concept from the prior campaign which highlighted the strange reasons why people were rejected by their competitor, eHarmony.

"Our previous campaign “Rejected by eHarmony” received a lot of buzz for questioning the exclusionary tactics of eHarmony. We hope this campaign continues the dialogue."

Ad type: 

Spec ad for US Air makes it to air!

Hard working adgrunts will appreciate the sunshine in this story. Creative directors Alan Nay and Tony Fulgam from World Famous ( I know, the name of the agency lends itself to writing "World Famous creative directors Alan Nay and Tony Fulgam" but I'm not falling for that, no siree!), were in the editing suite putting the finishing touches on a regional commercial for US Air when they realized that they loved all the shots that were edited out.

“We fell in love with some of the supplemental footage of the planes and decided to build a spec spot around it,” recalls Nay. “We ended up with a great brand piece that shows a beautiful ballet of planes and highlights all the destinations that company serves.”
Nay and Fulgam were only intending to demonstrate their ability to take a commercial from concept through delivery, but when they posted the piece on their website it was spotted by Louis Moses, executive creative director of Moses Anshell, US Airways’ advertising agency, who brought it to the attention of his client. The airline was so impressed, it decided to make the spot a part of its national advertising campaign.

Check out the result here in the commercial archive.


Xerox new logo looks like a beach ball


What's missing is inspiration. MMmkay?

Resume has a picture of a long billboard in Stockholm today that spells out the line: What's _issing _n St_ckholm?

Resumé reckons that they nicked the clever missing letters idea from the campaign for H&M that read: _HATS _ISSING in SOHO?. I saw those when I lived in New York in 2001, but didn't have my camera handy.

We'd just like to point to earlier ads in Badland ingle Ells for J&B and illeniu for M&M's, the M&M's did this eight years ago and the J&B ad is more than thirty years old.


Szul.com "orgasm" commercial - possibly the most expensive viral of 2007

ABC news reports that the model seen moaning in the Szul.com jewlery ad has filed a lawsuit, and in it she claims that she did not "consent to or authorize the use of her likeness, picture, image or name to simulate a female having an orgasm or otherwise experiencing sexual pleasure." The lawsuit also says that model Jane Doe "has worked hard to project a wholesome image and has been extremely careful to avoid doing any work in the industry that would cheapen or tarnish her reputation". Did not consent? There was no model release form signed? Oh, speaking of those don't you just hate when they ask you to sign one and won't let you make a copy?

The woman is asking for $2.5 million in compensatory damages and $2.5 million in punitive damages. That's $5 million for a "cheap" internet viral.
Adfreak weighs in: "she only got $200 for the gig. She’s suing for $5 million. The appropriate price tag is probably somewhere in between. "


Stealth advertising set to become legal (in the UK)

Yeah, I took the headline right out of the mouth of the Finacial Times as it sounds so doomsdayie*. When I think of stealth marketing, I recall actors asking people at the empire state building to take their picture with a phone, and actors chatting about new drinks at bars. At the finacial times they're talking about product placement, which is a whole 'nother can of worms.

Product placement - in which items with visible brand names are integrated into television programmes - looks set to become legal on British screens within 18 months. But the process must be treated with care if it is to boost revenues, according to some of the UK's leading broadcast executives.

Following an European Union directive on broadcasting issued last month, member states have been given the option of permitting product placement in most genres of commercial television, but not news, current affairs, sport and children's programming.

* new word!


Morrison Bowmore Launches Prize Draw to Promote Black Bowmore

Digital marketing agency Chunk has launched a new campaign for Morrison Bowmore, targeting Whisky lovers and collectors Worldwide who have been waiting with anticipation for the release of Bowmore’s oldest ever expression the now legendary Black Bowmore. In conjunction with its release one lucky winner will be drawn at random to win one of these limited edition bottles worth £2000.

Each of the 827 bottles have come from a single cask filled on the 5th of November 1964 and are individually hand numbered and come with a wooden presentation case.


Lacoste loses logo battle with dentists - pays court fees like loosers do.

The four year battle over having a croc as a logo is officially over - Lacoste lost. Dentists Dr Tim Rumney and Dr Simon Moore have been using a green grinning croc on the sign to the The Dental Practice in Cheltenham since 1991. It wasn't until 2004 when they went to register their new logo that Lacoste yelped "it's too similar to our croc!" and the court dance began. The Dentist's defence: That people were not likely to mistake their single-storey brick building behind a car park and next to a petrol station for a boutique selling Lacoste fashions.

If that logo hasn't been done by tracing the Lacoste one, I'll eat my hat with A1 steak sauce. Edit: That twin croc logo was from the electric new paper and it turns out it's likely not the actual logo of the dentists as Pilo points out in the comments. / edit.


Lacoste was ordered to pay £1,000 towards the dental practice's legal costs at the initial hearing as well as a further £450 towards the costs of the second hearing.

Back in 2004 Lacoste lost its trademark suit against rival Crocodile International over a similar croc logo - but that one did in fact look different.