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Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising Paperback – February 8, 2008


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Product Details

  • Paperback: 352 pages
  • Publisher: Wiley; 3 edition (February 8, 2008)
  • Language: English
  • ISBN-10: 0470190736
  • ISBN-13: 978-0470190739
  • Product Dimensions: 6.1 x 1 x 9 inches
  • Shipping Weight: 1.6 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (32 customer reviews)
  • Amazon Best Sellers Rank: #311,979 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

An updated and revised new edition of the bestselling advertising guide

Veteran copywriter Luke Sullivan returns in a third edition of his irreverent warts-and-all look at 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 new wave of advertising media, as well as guerilla and direct marketing, this Third Edition presents a real-world look inside the big agencies and examines the industry's best and worst ads—from the hilarious to the horrid. You'll get pointers, tips, and guidelines on writing great copy for print, TV, radio, outdoor, and the Internet, while Sullivan regales you with hilarious industry war stories.

Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America—Fallon McElligott and The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

Praise for the first edition:

"Luke Sullivan writes just about as relevant an advertising read as you can get. It's a perfect lesson in advertising for newcomers—and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
Lee Clow, Chairman, TBWA\Chiat\Day, Chief Creative Officer, Worldwide

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

"In an advertising world filled with glib, fast-talking 'experts' more adept at arranging lunch than writing ads, Luke Sullivan is the exception. Here, at last, is a step-by-step primer for anyone interested in writing effective, powerful, breakthrough ads."
Tom McElligott, cofounder, Fallon McElligott

"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 10."
Bob Barrie, Barrie D'Rozario Murphy

About the Author

Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America-Fallon McElligott and the Martin Agency, and now GSD& M In Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.

Customer Reviews

Well written and easy to read.
Andrea
Another great advertising book that I continue to read over and over again, excellent advice and highly recommended.
Michelle
Luke Sullivan has written one of the best adland books around.
Stanley Johnson

Most Helpful Customer Reviews

13 of 15 people found the following review helpful By Eoghan Nolan on April 15, 2008
Format: Paperback
I already reviewed the first edition of Whipple here in 2001. The third edition is even softer and more absorbent. The two new chapters add to its value- and are so entertainingly written that I even stayed awake for the bit about short-form versus long-form DRTV. (The new media chapter merits a book in itself though- why not go for it, Luke?) Meanwhile this book comfortably retains the title of the best all-round book on the business. Thanks again.
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5 of 6 people found the following review helpful By Adam Strasberg on June 12, 2009
Format: Paperback
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.
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2 of 2 people found the following review helpful By J. Carl on October 8, 2011
Format: Paperback
My friend at Crispin Porter Bugosky recommended this to me. Apparently everybody at their Swedish office is given it when hired. Go figure. So what can be said about this book that hasn't already been said?

I have one problem with it. It's so well written and such an easy read that you tend to go through it too fast. Luke Sullivan is truly entertaining all the way through. At the same time the chapters are dense with wisdom and advice. So, it seems to be a book you might have to read more than once. I just started rereading it and it's a very good travel companion for all my busrides to work. It makes studying a very easy task.

I rated this book 5 stars, since I really can't see anything wrong with it. That is not to say that it's complete and that it can't be refreshing with another author's perspective on the copywriter profession. George Felton's book Advertising, concept and copy is another great book. Whereas Luke Sullivan takes the position of the funny, older collegue who you love to chat with, George Felton seems somewhat more of teacher. His book is very well structured and can go pretty technical (which I love) in discussing the verbs you use etc.

I recommend both these books fullheartedly and I plan to read Hey Whipple at least three times, til everything has been absorbed. (Thing is, it's a rereading you would be looking forward to!)
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4 of 5 people found the following review helpful By acme adworks on February 14, 2012
Format: Paperback Verified Purchase
the mispunctuation at the bottom of page 208 disturbed me, but i somehow managed to put that behind me and finish this wonderful book!

i'm new in the ad business, and i bought luke sullivan's book because of the good reviews that i found online. i was amazed to find that it was, truly, a riveting book!

the focus of this read is not on mr. whipple (thankfully), but on the subtitle "A Guide to Creating Great Advertising". i do, though, share his view of mr. whipple, having grown up on teevee and also being annoyed by those stupid (yet effective) charmin ads.

anyway, by reading through this great book, i believe that i have learned a ton of good stuff; stuff that i plan to use as i begin my own agency. sullivan writes on several aspects of the ad biz, ranging from radio and teevee, presenting your work, how to get into the business, day-to-day business, and explaining some of the great ad campaigns over the past many years.

"Hey Whipple" is wonderfully entertaining and enlightening, and should be read by novices (like me) and anyone interested in the field of advertising. i hope one day to meet mr. sullivan, as it appears that we share, at the least, a love of great advertising and a sense of humor. speaking of humor, this has got to be one of the funniest educational books ever written. kudos to you, mr. sullivan, and thank you for sharing your awesome insight with the rest of us!
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1 of 1 people found the following review helpful By L. Clough on January 11, 2010
Format: Paperback
This book is an amazing piece of work, very relevant and covers more than just print! It's definently made it's place as one of my creative 'bibles' that I reference regularly. I'm an advertising student so I read all sorts of stuff, not just on the design end, but the business end also, and this book covers the gamut in a very easy, funny, readable way. I highly recommend it to anyone who is considering getting into the industry or is already there.
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Format: Paperback
This book is advertising gold: hands-down, the most generous, inspiring ad book I have ever read. It is an accurate portrayal of the real-world advertising industry and what you need to make it in the business. Not only that, it's also hilarious. Luke Sullivan takes you on a wild, funky ride which turns out to be surprisingly educational. I've read it over and over again and always find new insights. Should be required reading for anyone interested in the ad business. Needless to say, this book is one of my all-time favorites. Thanks, Luke.
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