The Infinite Wisdom of Luke Sullivan
Enough and more has been said about Luke Sullivan's book, "Hey Whipple! Squeeze This" that this young copywriter wonders what he can add to the conversation without sounding like a broken record repeating itself. Nevertheless, it is one of the many (if not the authoritative) Bibles of advertising that every wannabe creative pores over repeatedly, soaking the wisdom from its pages like a dehydrated UPS driver glugging down a bottle of water on a hot day out in Arizona.
It is impossible to succinctly summarize this book of ideas in 10 or so bullets; anyone claiming to do so is clearly doing an injustice to the book and its author. So I will list 10 key takeaways that stuck with me days after finishing the book and reluctantly returning it to the library.
1. Simplicity is at the heart of advertising.
The best laid-out campaigns are simple truths or insights that serve as the stone throw in the river that later causes ripples. The stone is the central truth and the ripples are the campaign elements. Be it print, digital, or experiential, the audience should be able to connect the implementation to the idea.
2. Study the masters
This is an ongoing process because there will never be a single moment when you say "I've seen it all". But start with the classic ads from D&AD's "The Copy Book". Look at how the masters have exploited white space, typography, minimalism, or maximalism. The first ads we make will be cheap imitations of these. An experienced creative director can instantly look at a newbie's work and dissect which ads served as inspiration. But that shouldn't discourage you: imitation is often the sincerest form of flattery. Soon, we'll be able to borrow and add our ideas and sensibilities. We make it our own.
3. Sometimes, elegance is a falling flaming piano
The book explores many famous campaigns and strategies, but one that stuck with me is the poignance of BBDO Dubai's ad campaign for Centrepoint Sale. In a wonderful bit of black-humored nihilism, complete with a Matthew McConaughey-esque voiceover, the ad takes the adage of "When life gives you lemons, make lemonade" into something memorable. Of course, it doesn't end for the woman under the flaming piano, but damn does she look riveting in those last moments.
4. A single word can suffice for a headline.
The best ad makers can probably get away with just an image but never underestimate the power of a single word to ignite the readers' imaginations.
5. Approach a problem using word clouds
To make an effective campaign, we need an idea that resonates with the brand, the tone of voice, and its values. Make word clouds and look for patterns. Like a graph with hundreds of data points, try to draw a straight line across words that jump out at you.
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6. Go nuts, but not too nuts in your portfolio
Creative directors like to see big, bold ideas that show a touch of humor or go in a new direction. Can a product be repurposed? Displayed in a place that's unexpected? However, they should be ideas that don't alienate, insult or are certain to turn off clients. How far can the creative envelope be pushed without burning bridges?
7. Avoid cliché
Every category has something that's been done to death. Spare the dead horse for the emaciated vultures, if you can.
8. Prepare to see a lot of ideas die along the way
Sullivan points out the case of a client who scrapped an ad because it had a blue flyswatter in it. Yes, a flyswatter. That was blue in color. The reason was that they had "a bad experience once before" with a blue flyswatter. Some ideas die because it doesn't hold water; others for reasons not in your hands. And that's a painful reality for all to behold.
9. Advertising is supposed to be fun
Barring the campaigns that save endangered red pandas or revitalize funding for NASA, ads are made to sell things. Behind the funny tv spot, there's a whole bunch of tired, frustrated creatives and account people hustling about in all seriousness, but don't forget that we're here to have some iota of fun.
10. Stay humble and be willing to help fellow ad folks
As I navigate the waters, I understand more and more how small a circle advertising is. The power of a handshake, a referral, or a humble nod to an open job position can kickstart someone's career. Winning an award only means you're proven your capacity to do work that's noteworthy. It's not a pedestal to be discourteous to others. As Sullivan says in the closing pages, ad creatives are paid to think in plush air-conditioned offices and, for the most part, never work as hard as those in blue-collar jobs. So stay humble, he advises.