Foreword xi Preface xv 1 A Brief History of Why Everybody Hates Advertising And why you should try to get a job there. 1 2 The Creative Process Or, why it’s impossible to explain what we do to our parents. 17 3 Tell the Truth and Run Saying the right thing the right way. 31 4 A Controlled Daydream Concepting: coming up with ideas. 53 5 Brevity Is the Soul of Wit The art of copywriting. 81 6 The Virtues of Simplicity Or, why it’s hard to pound in a nail sideways. 115 7 Why Is the Bad Guy Always More Interesting? Storytelling, conflict, and brand platforms. 129 8 Rewiring Your Brain Chasing ideas and making big creative leaps. 147 9 Viral, Naughty, and Rong ® Getting noticed, getting talked about. 161 10 Advertising 2.0 Moving from analog into digital. 179 11 Make the Idea Bigger, Not the Logo Or, why branded content is more interesting than advertising. 193 12 Concepting for the Hive Mind Creating buzz with social marketing. 211 13 Everything That Can Be Digital, Will Be Creative techs, developers, and the mobile future. 229 14 Stopping People From Going to the Bathroom Some advice on television and video. 249 15 Creative Mind Versus Monkey Mind Or, managing time, energy, panic, and your creative mind. 265 16 Pecked to Death by Ducks Presenting and protecting your work. 281 17 Just Start World War III What it takes to get into the business. 303 18 Advertising: the Most Fun You Can Have with Your Clothes on Is this a great business or what? 343 Suggested Reading 349 Bibliography 353 Notes 359 Acknowledgments 371 About the Author 373 Also by Luke Sullivan 375 Index 377

UPDATED 6TH EDITION OF THE BESTSELLING GUIDE TO ADVERTISING. ALL NEW MATERIAL ON CONTENT CREATION, SOCIAL MEDIA, AND BRANDED CONTENT. This is the single best introduction to succeeding in one of the most fun, most lucrative creative jobs out there–advertising. With a worldwide fan base built over 20 years and five editions, this nearly all-new sixth edition has new chapters, new examples, and new how-to advice on applying creativity in this digital-first industry. With assistance from ad veteran Edward Boches, the classic guide can help juniors and working professionals create great advertising in any format: from content creation for TikTok to Instagram, social media to interactive, as well as traditional media like television, print, and outdoor. PRAISE FOR HEY WHIPPLE, SQUEEZE THIS “Few advertising texts have improved with time, yet Hey Whipple has done just that. The wisdom, lessons, examples and sage advice are enduringly right and endlessly helpful. Read and reap!” —Wendy Clark, Global CEO, Dentsu International“ “For over 20 years, Hey Whipple has been the go-to how-to for beginners. If the fifth edition was called ‘a classic,’ this sixth one should be a doozy. Oh, did I mention Sullivan is an alum of The Martin Agency?” —Kristen Cavallo, CEO, The Martin Agency “I can’t imagine starting my career in advertising without Luke’s words, and neither should you. This book is a collection of ‘OMG I WISH I KNEW THIS THEN!’ — and now, you will.” —Neha Guria, Art Director at Goodby, Silverstein & Partners and former student of Sullivan’s Additional material on heywhipple.com