Luke Sullivans Hey Whipple, Squeeze This (John Wiley, $16.95) is not only a smart, passionate book about the advertising creative process. It also brings together a lot of good quotes on the subjectalmost enough that Sullivan could have just published one of those little one-quote-per-page bookettes. Instead, Ill fill this column by quoting some of Sullivans best quotes:
The truth isnt the truth until people believe you, and they cant believe you if they [dont] listen to you, and they wont listen to you if youre not interesting, and you wont be interesting unless you say things imaginatively, originally, freshly. Bill Bernbach
Creativity is the sudden cessation of stupidity. Dr. Edwin Land
When wit is involved, the designer never travels 100% of the way [toward the audience]... It is as if the designer throws a ball which then has to be caught. So the recipient is alert, with an active mind.
Beryl McAlhone & David Stuart
No matter how cynical I get, its impossible to keep up. Fran Lebowitz
Did anybody ever go into [a car dealership with an inflatable gorilla on the roof] and say Great gorilla. Makes me feel like buying a car. Why dont other businesses use gorillas? Would people be more likely to buy, say, a new home with a gorilla tethered to a chimney? ...Would people have more confidence in the doctors if a medical clinic featured a gorilla on the roof? Craig Weise
Words are a barrier to communication. ad agency screensaver