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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads Paperback – Mar 6 2012


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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads + The Advertising Concept Book: Think Now, Design Later: A Complete Guide To Creative Ideas, Str + Creative Advertising 2e
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Product Details

  • Paperback: 400 pages
  • Publisher: Wiley; 4 edition (March 6 2012)
  • Language: English
  • ISBN-10: 1118101332
  • ISBN-13: 978-1118101339
  • Product Dimensions: 15.2 x 2.8 x 22.9 cm
  • Shipping Weight: 522 g
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: #23,570 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Back Cover

Updated fourth edition of the best-selling guide now covers all media: digital, social, and traditional

Veteran copywriter Luke Sullivan returns with a nearly all-new fourth edition of his classic guide to advertising. Part how-to and part exposé, Hey Whipple, Squeeze This! 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.

Updated to cover the digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. 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.

Praise for the first edition

"Luke Sullivan writes a perfect lesson in advertising for newcomers—and a familiarand laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
Lee Clow, Chairman and Global Director, TBWA\Worldwide

"This business is changing like crazy, but Luke Sullivan's advice is timeless. If you're good at advertising, this book will make you better. If you're great, it'll make you greater."
Mike Hughes, President, The Martin Agency

"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 11."
Bob Barrie, Barrie D'Rozario Murphy

Additional material on heywhipple.com

About the Author

Luke Sullivan is an award-winning copywriter with over thirty-three years of experience in the business at some of the elite agencies in America—Fallon, The Martin Agency, and GSD&M. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business, and now chairs the advertising department at the Savannah College of Art and Design.

Sam Bennett is a digital strategist at GSD&M in Austin. She began her career in digital at T3 before coming to GSD&M, where she's managed accounts of national brands like Walmart, John Deere, and BMW. For the last three years, she's focused solely on the digital strategy for Marshalls, Legacy, and Jarritos, as well as for the agency itself.


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Customer Reviews

4.3 out of 5 stars
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Most helpful customer reviews

Format: Paperback Verified Purchase
I had a great time reading this book, there is a lot of knowledge and experience shown by the author.

Truly inspiring and it really helped me focus on my creative thinking while working or writing.

I recommend this book for anyone who is looking for a career in the advertising domain!
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By Sophia on Sept. 27 2013
Format: Kindle Edition Verified Purchase
I got this book as recommended by my professor. It's just so entertaining and fun to read. At the same time, you can learn many things about advertising in this book. Highly recommend.
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By Catherine Fu on June 5 2015
Format: Paperback Verified Purchase
good read. Helpful towards a thorough understanding of the subject.
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By Jimmy LaFleur on July 5 2015
Format: Paperback Verified Purchase
The older version is better
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 50 reviews
10 of 11 people found the following review helpful
The textbook/bible/handbook to have in the ad business Jan. 13 2014
By David Esrati - Published on Amazon.com
Format: Paperback Verified Purchase
I make every employee and intern get a copy and read it.
Totally eclipses every other book on the subject of advertising.
Not only that- if you ever get to hear Luke speak in person- GO!
He's an incredible speaker/teacher and you'll learn more from him than anyone else you'll ever hear.
I've had and read the first, second and fourth edition. People keep stealing them.
It's that good.
6 of 7 people found the following review helpful
THIS BOOK IS CRUCIAL FOR ADVERTISING Dec 28 2012
By Travis M - Published on Amazon.com
Format: Paperback Verified Purchase
Everything you need to know and understand about Conceptual thinking and Advertising is in this book. A MUST HAVE.
It is extremely well written and reminds me of the "Advertising Concept Book" by Pete Barry. (Which I definitely recommend picking up as well.)
7 of 9 people found the following review helpful
Hey, Whipple, squeeze this! 4th edition Nov. 2 2012
By Cody - Published on Amazon.com
Format: Paperback Verified Purchase
Luke Sullivan is a great author, and has tons of experience in the advertising field. This book is aimed more towards people who want a job in advertising, and it is noted that this is not for everyone; however, there is a lot of good advice that can be geared toward people looking for any job. This is a good read for anyone even remotely interested in advertising and/or marketing.
4 of 5 people found the following review helpful
Loved it April 6 2013
By LindaS - Published on Amazon.com
Format: Paperback Verified Purchase
I have worked as a graphic designer for three years now, and I regret not reading this book earlier. Here you can learn about classic printed ads, as well as Facebook, Twitter and so on. Luke shares valuable tips and good advise, written in a humorous way, and in a language that is easy to read even if english is not your mother language. I will definitly recomend this book to everybody who wants to learn a bit more about advertising.
3 of 4 people found the following review helpful
Great book, valuable insight April 25 2014
By Tori Wimberg - Published on Amazon.com
Format: Paperback
Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan is a must read that is continually being updated and improved to fit modern advertising. The author is an award-winning copyrighter with decades of experience at some of the most elite agencies in America. His years in the advertising business have provided him with valuable knowledge of all aspects of this field. Throughout the book Sullivan provides the reader with advice on how to effectively create successful ads in all kinds of media. He covers every question anyone might have had about advertising and can even get those not interested in advertising to excitedly read each page. His use of humor throughout the book keeps the reader interested during its entire 343 pages and actually laughing out loud. The layout of the book provides a topic sentence and then an individual lesson, but since the lesson is funny it feels more like reading for pleasure than for educational purposes. The book includes how-to passages and real life examples of advertising in the marketing world to teach the reader everything their need to know about advertising.
When choosing a book to learn advertising from it can be intimidating, especially when you are just looking for an introductory style book. This book is applicable to those just starting and those who have been in the business for years and are just trying to improve their skills. Luke Sullivan’s main goal is to help people realize what is a good advertisement and what, like Mr. Whipple, should never have been approved. He argues that with enough work and inspiration any product can have a witty, remarkable ad. He accurately shows the process of making an award winning ad. It’s not all fun and games, but weeks of work and ruminating over one product. He lets us know that in order to get to that perfect ad, one first has to write down hundreds of varying headlines highlighting the different aspects of the product. This lets you think about all of the features of the product and how to present them in a way that is thought provoking and attention grabbing. An example of this method, written by Sally Hogshead for BMW, contains numerous headlines covering a range of approaches to the product. Ideas varying from “Darling, is that . . . a smudge of motor oil on your collar?” to “your estimated time of arrival just got moved up” all for the same motorcycle. Her varying headlines each show an aspect of the motorcycle, such as its desirable quality and its speed. With these examples the reader can gain insight in to how to look at a product from multiple perspectives. This section puts the length of the creative process into perspective and shows how much work goes into coming up with the best campaign.
Throughout the book, it is very obvious that Sullivan is trying to make sure that no more ineffective, bad ads are created. He gives the humorous analogy in the second chapter that “the creative process is exactly like washing a pig.” The process is “messy,” “has no rules,” “and when you’re done, you’re not sure if the pig is really clean or why you were washing a pig in the first place.” He is trying to convey the point that at first you will feel foolish and will have many failed attempts. Then, once the idea is finally finished, you will spend time questioning everything you did and wondering why you did it in the first place; especially since the client will most likely ask you to “wash a warthog instead.” The process for coming up with an idea is presented as a stressful, pressure-filled event, but once an idea comes about that is genius, it is all worth it. He is trying to prepare people throughout the entire book for what they will encounter in their career, while also explaining all of the joy that comes with this job. No one wants to walk into a situation blind, and every chapter of this book that you read gets you ready for a new aspect of the field.
Another great part about this book is the fact that it covers such a wide variety of advertising mediums. It not only covers television and radio, but also the new and ever-increasingly important social media networks. As the fourth edition of this book, it is continually being updated to give the best advice for the time period. In an age where technology is constantly changing, the best approaches to these new mediums are also shifting. Sullivan not only covers how to create an ad, but what skills one needs to be able to be successful in this field. He said, “Today’s most successful creative are a sort of hybrid, capable of expert contributions in their chosen fields of art direction or copywriting but fluent enough in other digital media disciplines to collaborate effectively, occasionally even executing things on their own. The new creatives have both depth and breadth.” He advises people to have the expertise necessary to come up with an idea, shoot the commercial, update the social media sites, and create website. If one has a wide skill set they can more easily become the go to person within their company and become and essential member of an agency. This one piece of advice could be vital for a young creative to take into account when trying to get a job. In his book, Sullivan not only tells people the process necessary to come up with an effective ad, but how to get hired in the first place. He devoted an entire section, chapter 13: A Good Book or a Crowbar, on how to get into the business. He gives vital advice, such as teaming up with a promising art director to create a varied, interesting book. He also gives advice on how to make it through the anxiety inducing interview process. After reading this book, one should definitely feel prepared to begin the journey into entering the advertising business.
With this one book Luke Sullivan prepares his reader on most advertising topics; including how to prepare yourself to get a job, how to most effectively create an ad, and how to protect your work. In essence this is an advertising 101 course in under four hundred pages and less than twenty dollars. After reading this book, I felt like I learned countless, valuable lessons in advertising. This quick read was completely worth the time it took to read, and every page made me more interested in the advertising business. Although some parts made the job seem very intimidating, overall it was presented as a rewarding career. It is very interesting to see the myriad of ways that one product can be advertised. Everything said in this book seems like an inside secret that took this award-winning copywriter years to learn. Overall, this book provided the reader with invaluable insight into the advertising business and is a great read.


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