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“If you can’t afford three years at art school, try this book” Sir John Hegarty, Creative Founder, BBH. Pete Barry outlines simple but fundamental rules about how to “push” an ad to turn it into something exceptional, while exercise throughout will help readers assess their own work and that of others. Fifty years’ worth of international, award-winning ad campaigns – in the form of over 500 ‘roughs’ specially produced by the author, many of which are new to this edition – also reinforce the book’s core lesson: that a great idea will last forever.