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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: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #28,084 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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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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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 43 reviews
8 of 9 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.)
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.
6 of 8 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.
2 of 3 people found the following review helpful
Hey, People, You Should Read This! Advertising 101 Aug. 23 2014
By Guy Barnhart - Published on Amazon.com
Format: Paperback Verified Purchase
I didn't study advertising in college. I studied literature, philosophy and film production. I thought I'd end up in grad school studying film or creative writing. After helping open up a bar and music venue in my early 20s, I found out I had knack for creative marketing. After a couple internships, I discerned a passion for advertising and dove head first into the industry.

In addition to actually getting a job in an agency, I'd say Luke Sullivan's "Hey Whipple Squeeze This" is probably the best education on what we do on a day-to-day basis. Written in a crystal clear, irreverent style - kinda like your favorite professor in college - Sullivan distills his decades of experience practicing and teaching advertising into a mere 300 pages.

While published almost two decades ago, the book has gone through several revisions and maintains relevance for anyone entering the field today. Most agencies in the country still function as they have for 30 years, for better or worse. Obviously, there are extremely innovative shops popping up in cities like Boulder or San Francisco who have made an explicit decision to break from the traditional agency model but even for them, Sullivan's knowledge is still relevant. In fact, Sullivan anticipates these challenges in the chapter "Concepting for the Hive Mind" where he discusses the rapidly evolving field and the role advertising creatives will play in this new digital world (this chapter is one of my favorites along with the chapter following immediately "Big Honkin' Ideas").

The book is organized in a text book manner, giving you a broad foundation on what advertising professionals actually do in the ever-evolving media world and then building on that, going a little deeper and finally, telling you to learn those rules and then toss them out the window. The final chapter gives some solid advice to the aspiring creative on how to start building their portfolio.

I'd recommend this book for anyone in the communications field, whether you are a marketer at a Fortune 500 company or a film producer in LA. The growing convergence of brands, marketing and entertainment content behooves those of us in the communications industry to pull wisdom from an ever-increasing variety of sources for inspiration. "Hey Whipple" is a great crash course on the creative side of advertising that should lead to some interesting thinking for anyone who spends time to read it.

Hope this review was helpful!

Find me on Instagram or Twitter to connect @guybarnhart


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