Hey, Whipple, Squeeze This : The Classic Guide to Creating Great Ads

By Luke Sullivan

Book Overview

The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

• Format: Paperback
• Language: English
• ISBN: 1119164001
• ISBN13: 9781119164005
• Release Date: August 1970
• Publisher: Wiley & Sons, Incorporated, John
• Length: 448 Pages
• Weight: 0.12 lbs.
• Dimensions: 1.3" x 6.0" x 8.9"

Customer Reviews

A Great Read for Any Creative

This was a great read and I would highly recommend to anyone in the design field, regardless of experience level.

Still relevent wisdom and writing and creating great ads

There are a lot of books that litter the bookshelf closest to where I work. Those are the special books, the books that regardless of topics, I go back to again and again, "Hey Whipple" is one of those books. I haven't read the third edition yet, but in my opinion, the wisdom and observations in this book still hold up. Its subtitled "A Guide to Creating Great Ads," and that's exactly what it is. Filled with observations, tips, stories and examples, it really is the one book on advertising that anyone interested in the craft should read. What I really like is that Sullivan writes in an engaging tone, and he offers advice that gives you a good theoretical grounding ("Rule #1 in producing a great TV commercial. First you must write one") while also being eminently practical ("Write sparely"). The book breaks down advertising into print, TV and radio, then ends with some trouble shooting stories and advice ("Peck to death by ducks"). Ultimately the book is a call to raise your sights and aim for smart, elegant, and creative advertising instead of merely 'effective' work.

Fabulous

One of the best books I ever read--Luke Sullivan keeps you entertained, and it really is a great tool for copywriters.

Hungry?

If this book were a sandwich, it would be lovingly served on the bread of your choice, still warm from the oven. It would be stuffed with mouth-watering, drool-inducing fillings. It would come with chips, cooked just so, and it would be nestled against a generous side of pickles. It would sit snuggly next to a glass of great beer frosted with dew drops of icy condensation. Lunch time would last weeks, the hours of siesta would trickle by with glacial stealth, and every day would be Saturday. Heaven. Bliss. But it's not a sandwich, it's a book. You cannot eat it (although some of you may try), but it's a book that needs to be savored, digested, and reflected on as the world passes by. It's intelligent, witty, thought-provoking, and informative, but without being preachy. It's not a text book. No. It's better than that: it's a goldmine. My copy of "Hey Whipple ..." is dog-eared, battered, abused, and well-thumbed. It has lots of little notes in the margins, in the gutters, and across the headers, and when it's shut, a patina of grubby marks graces the edges of the pages. But it isn't shut for long. No. Not this book. When I first read it I thought I'd won the lottery. I wanted to keep it a secret while also spending lavishly. And little by little, it gained the aforementioned adornments. Scars of battle. Badges of courage in the face of adversity. Sadly, this book will not make you a copywriter. Only time will do that ... time, working with people you like and can learn from, and by producing great ideas that then turn into great work that's bought by clients willing to take a chance on your off-the-wall notions of the things their brand can do. But if you're looking to get your foot in the door of advertising, this book is your set of skeleton keys. Use it wisely, learn, enjoy, and, above everything else, have fun. And one last thought: bon appetit.

Who's your Whipple?

Mr Whipple and his odd toilet paper fetish never ran down here in New Zealand, but his cousins, brothers, sisters and countless dopelgangers certainly did and do. Call it what you like, but mediocre creative in advertising is possibly the most global aspect of the craft. "Squeeze This" addresses this, which makes it a great book for anyone involved in the ideation, commision or production of modern advertising. For the creatives, it's an inspiration, a guide and a pick-me-up. Like alcoholics, with whom we share more than one characteristic, it helps us to know we are not alone. For clients, it's a chance to hear what the folks at the agency have been saying behind your backs all these years. (Of course, the comments in the book are surely directed at _other_ clients, aren't they?) Whether you're so far up the tree that Ridley Scott calls _you_ for work, or if you're still busy dreaming up lame gimmicks to get your book in front of some seocnd rate CD, read this book. Whipple won't thank you, but your creative conscience will.

Essential tool for anyone interested in the profession

...And it's also just fun to read. If you love great ads, and want to know more about where they come from and how they're thought up, this is a great book. If you're aspiring to get into the biz, this is your FIRST stop. (Several other titles mentioned by previous reviewers here are also recommended.) Sullivan show the writing process and the thinking that goes on behind it. The book is loaded with examples of great ads. As for the reviewer below who implied he's on an ego trip because he included so many of his ads, he actually only included one ad that he himself did, and his modesty throughout the book is notable. As for the infamous (by now) Lone Voice of Dissent, I really don't get his diss. Does he think the book never should have been written? One is free to ignore what he says and do whatever ads he wants. He seems to be saying because he's stuck doing Whipple, that's all we all should be permitted to do. Grow up. Or switch jobs. Or leave the industry; it's got plenty of hacks as is.