It’s been almost 20 years since Joe the Pump discovered his passion for hunting twin ads. Always masked to continue to practice freely, he is now the biggest copycat hunter on the planet. Advertisers the world over appreciate and respect the French blogger’s work… until one day it’s their work that finds itself pinned.

Please don’t be inspired: that’s the warning on the 4th cover of Joe la Pompe’s new book, Copy Paste. While books on “advertising” are supposed to be sources of inspiration, here’s one that totally denies it. Copy Paste, his 3rd book, argues for more creativity. Better read twice than once.