Luke Sullivan just released his second book, titled "Thirty Rooms To Hide In: Insanity, Addiction and Rock 'n' Roll in the Shadow of the Mayo Clinic.

is an insider′s guide to coming up with great ideas as well as an unapologetic send–up of all that′s heavy–handed, dim–witted, and ineffectual in the industry. Even for those that don't, it is a fun read to understand how the messages we see everyday are crafted.Throughout the book the authors support their argument by providing real life example of effective ads like the ones mentioned, and explaining how their simplicity made them effective.

I usually think books on advertising spend too much explaining the creative process as “the magical moment during shower when everything makes sense”. I am older, probably close to the age of both authors, and I could relate to all the historical ads they discussed. Sullivan and Boches advise, “You want your listener to immediately get what is going on, and your first five seconds is the place to make sure this happens. You′ll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.The issue for advertisers is to overcome this hatred and have people look at their ads and have the idea stick to potential consumers.