[.ca] Ordinary Advertising (ISBN 1401098495)

One of Advertising's Best:
I wish everyone in the business would read this book. Armed with Silveira's insight, creative people might well find it easier to sell their best work. And, given his gift for exposing the flaws inherent in so many widely accepted methods of evaluation, clients can see clearly the dangers of the so-called "safe route."

Logical and concise to the core.:
This book is for anyone in business who believes there is great value to be had from advertising that rises above the pack. The author claims to be speaking primarily to the "clients" of advertising agencies, but I think there's much of interest here to anyone involved in the process. Having spent over two decades in the ad agency and television commercial production area, I strongly believe Silveira has identified many of the cardinal principles that underlie all extraordinary advertising and are applicable to virtually any product or service. And even better, he does so in a fashion that makes for both an enjoyable read and an illuminating journey. He makes it sound like the development of extraordinary advertising is actually fun (which it is) and not much harder than the development of the ordinary variety (which it isn't). And he gets my nomination for what I call the "Mark Twain Succinctness Award"-"Anyone can have ideas-the difficulty is to express them without squandering a quire of paper on an idea that ought to be reduced to one glittering paragraph." I heartily recommend it.

It's right up there with "Whipple":
I teach advertising concepting and copywriting at a professional development and portfolio school, and this book has joined Luke Sullivan's "Hey Whipple, Squeeze This" on the list of "must read" books for my students. Mark Silveira has told the story about why safe advertising is dangerous in a succinct, persuasive, and masterfully written way. It's rare that you come across a business book that goes into the couldn't-put-it-down category, but this is one for certain. If you are involved in the creation of advertising, you'll get a lot out of this quick read. Then, don't be surprised if you order a case of them to send on to your clients.