Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. Dean winters is known for his role as ryan oreily on hbos awardwinning series oz 1997 and as tina fey s characters beeper king boyfriend on the emmywinning comedy, 30 rock 2006. Whipple is long retired but still fondling toilet paper in the darkest recesses of our memory. Edward boches teaches advertising and creative courses at boston universitys college of communication. Vintage 1960s charmin ad mr whipple gets caught having an. George whipple in more than 500 charmin toilet paper television commercials 196589, 19992000. Sullivans key argument on advertising is made in the first chapter itself while advertising must sell, it does not have to be irritating and boring. Finding betty crocker university of minnesota press. This book, now in its fourth edition, guides readers through the art of creating advertising, and it all starts with mr.
Sullivan notes sullivan readings hey whipple squeeze. This might be the most important part of the book for juniors, because the challenges they face in an ad agency have all happened before and will happen again. John chervokas, an advertising visionary who dreamed up please dont squeeze the charmin, will be memorialized by colleagues and family this week. Whipple in more than 500 charmin commercials from 1965 to 1989and made a comeback in 1999. Whipple wilson who passed away at age 91 on november 19, 2007. Parents need to know that the fantastic family whipple is a comically creepy romp with overtones of roald dahl. Then there are the ones that are used for a long time, are extremely effective, or are particularly memorable. Everybody here knows who mr whipple is, wrote the news in frederick, maryland. Whipple back to stories i recently read the book hey whipple, squeeze this, a historic look at advertising the good, bad and the ugly the book is cocreated by master copywriters luke sullivan, a veteran copywriter with 33 years of experience and edward boches a partner and the chief creative officer at bostonbased mul. 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. It is a great supplement to advertising coursework or for straight newbies. Whipple was definitely a potential customer for a mental health professional. Peanut and the energizer bunny, before charmins mr.
George whipple also known as george the grocer 1 is a fictional supermarket manager featured in television commercials, radio, and print advertisements that ran in the united states and canada from 1964 to 1985 for charmin toilet paper. The author illustrates his points about good advertising with concrete examples from print ads, radio scripts, etc. In this new edition of the irreverent, celebrated bestseller, master copywriter luke sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Britishborn character actor dick wilson appeared as mr. Hey whipple building bigass fires under creative companies. However, charmin sales skyrocketed thanks to this ad campaign, which ran for over 21 years. Sam mercurio, an advertising executive at radio station wfmd, explained in may 1977 that getting attention and irritating the listener are often one and the same. The campaign included a total of 504 ads and ran from 1965 until 1989, landing it a coveted spot in the guinness book of world records. Whipple made his debut into the lives and homes of consumers through their televisions in 1964, charmin became a household world and this campaign remained the companys main advertising strategy for the next twenty years. But for me nothing beats taking the message out and speaking to living breathing audiences at clients, agencies, and conferences.
The new barneys brochures, printing now and scheduled to be mailed in september, are part of a retro advertising binge that has already resurrected starkists charlie the tuna, mr. A brief history of why everybody hates advertising mr. His noteworthy comedic performance was recently included in entertainment weeklys. When even xacto blades were dull 1950s anything that a brand said on tv was heard. Sullivans days in the trenches, and thoughts on navigating around the strong personalities. Whipple 15 advertising characters well never forget. In the beginning of the book, sullivan locks in on the whipple ad is the key to. Whipple in more than 500 charmin commercials from 1965 to 1989and made a comeback in.
The title is an irreverent nod to an unconventional 1970s campaign for charmin toilet paper that featured an annoying shop clerk called mr. And most of you are irritated at the thought of squeezing the. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and howto advice on everything from social. Turns out hes as nice and normal a guy as you could wanna meet, which is amazing for a superstar many would call. In his inimitable wisdom, stephen has asked me to contribute to the ongoing series maa blasts from the past. Advertising is in the midst of a massive upheaval, and while creativity is still king, its not nearly enough. When asked which campaigns they most disliked, consumers con victed mr. With rod serling, david wayne, thomas gomez, virginia christine. Batavia, ohio dick wilson, best known as the grocer mr.
George whipple also known as george the grocer is a fictional supermarket manager featured in television commercials, radio, and print advertisements that ran in the united states and canada from 1964 to 1985 for charmin toilet paper. But the man was an icon, and his creator has passed away. Sullivan not only helps you understand how to break in but also gives you insider information from his years of experience and helps newcomers plan the best portfolio possible. The marketing industry has become immensely popular, so you need. Every day some one would message me asking if i had the chance to read it yet and day after day id just tell them i didnt believe the hype. The book takes a lighthearted approach to the advertising industry, full of jokes and insider info from the author, who has worked in the agency world for quite some time. Dick wilson july 30, 1916 november 18, 2007, was a britishborn american character actor who was bestknown as grocery store manager mr.
I cannot imagine any human relationship more perfectly designed to produce total mayhem. An advertising campaign is a series of ads, all for the same product or business, which have a unifying theme, cast of characters, or plot. 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 couldnt stop. This book is an essential resource for advertising professionals who need uptodate digital skills to reach the modern consumer. Typically, whipple scolds customers who squeeze the charmin, while hypocritically entertaining such. Aware that the toilet tissue was irresistibly soft, grocer george whipple scolded countless customers with the catchphrase please dont squeeze the charmin. How hey whipple translates to better marketing and sales. Sullivan explores the whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products. Bryant would like to speak with you, you take the call. The twilight zone escape clause tv episode 1959 imdb. This book is an essential resource for advertising professionals who need upto date digital skills to reach the modern consumer. This page is devoted to satire during a difficult time.
I had outlines and good intentions, and never really got around to it. I made a first cut and then two advertising friends helped with final judging. Jun 24, 2016 whipple is full of hilarious stories from mr. A hypochondriac man sells his soul to the devil, exchanging it for several thousand years of immortality. The tv ads were digitized from the 16mm preservation film prints in 2009, as part of the adviews collection. Whipple ad does the author like or dislike the campaign and why read first few pages of book for this answer. Summary a long time ago, a couple of good ideas and burning passion would be enough for a marketing agency to hire you today it is an entirely different story. The anacin hammersinthehead which were to rosser reeves unique selling proposition what. Sullivan readings hey whipple, squeeze this chapter 1. Hey whipple, squeeze this was much more informative, and it was funny. The classic guide to creating great advertising now covers all media. Because 448 pages for a book on ads seems like a little too much. After arriving in new york on the queen mary in 1962. Jul 27, 2011 most ad people these days only know mr.
Whipple back to stories i recently read the book hey whipple, squeeze this, a historic look at advertising the good, bad and the ugly. I am not a huge nba fan, but when kobe bryants agent calls and says mr. The book is cocreated by master copywriters luke sullivan, a veteran copywriter with 33 years of experience and edward boches a partner and the chief creative officer at bostonbased mullen. The book is replete with valuable examples and cases, not to mention quotes like mark fenskes you cannot logic your way to an audiences heart. In advertising, like many industries, we sometimes have to relearn things that should be second nature to us. Dont worry if you dont know what this is the first part of the book is like a short history of advertising and youll learn all about mr. Whipple and the maytag repair man, before the pillsbury doughboy and the aflac duck, there was betty crocker. Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. Hey whipple, squeeze this is a great book that gives practical advice on creating good advertising in different media and coming up with big honkin ideas.
Aug 22, 2003 the new barneys brochures, printing now and scheduled to be mailed in september, are part of a retro advertising binge that has already resurrected starkists charlie the tuna, mr. Annal retentive behavior is a mental disease, and in this commercial, mr. Hey whipple, squeeze this has helped generations of young creatives make their mark in the field. Some ad campaigns come and go and no one really remembers them once theyre gone. Despite the fact that the ads annoyed consumers, mr. Whipple ads for charmin toilet paper were also wildly successful.
See more ideas about vintage advertisements, childhood memories and nostalgia. Whipple is not a groundbreaking advertising concept. Hey whipple is an extremely entertaining book and while the creative types will obviously benefit by reading it, the suits and the marketing guys would too. For 20 years the character was present in the toilet paper companys advertising, along with the slogan, please dont squeeze the. Firsttime author matthew ward concocts a catastrophestrewn plot that pits 11yearold arthur whipple, sad underachiever in a large family of recordbreakers, against mysterious forces seemingly determined to bring the whipples to a violent end.
When consumers were asked if they had heard the slogan please dont squeeze the charmin, eight out of ten. Whipple was found to be the most recognizable face in america beating out president jimmy carter. Hed read my advertising book hey whipple, squeeze this and just wanted some advice about some marketing stuff. Mr whipple survives the apocalypse, seattle, washington. From starting out and getting work, to building successful campaigns, you gain a realworld perspective on what it means to be great in a fastmoving, sometimes harsh industry. The best ads these days are often not ads at all in the traditional sense. Please dont squeeze the creativity bu today boston.
Apr 25, 2015 vintage advertisements i will never forget. As i have more of a past than just about anyone reading this, it should be a piece of piss. Whipple was a habitual offender of his own rule, charmin toilet paper would be considered the cushiest on the market. The classic and irreverent bestselling guide to creating great advertisinghey whipple, squeeze this has inspired a generation of ad students, copywriters, and. Please dont squeeze the creativity bu today boston university. Whipple was a bad idea and annoying but it sold millions of charmin rolesso it should be applauded effective sales but grating execution the 1950s.
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