Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Series) (Paperback)

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Key Phrases: first bottled, account guy, great ads, Clean Sheet of Paper, Write When You Get Work, Only the Good Die Young (more...)

Editorial Reviews

Product Description

In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.

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

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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: 8.9 x 6 x 1.2 inches
• Shipping Weight: 14.9 ounces (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (12 customer reviews)
• Amazon.com Sales Rank: #38,274 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars It just gets better, April 15, 2008

By	Eoghan Nolan "KMRIA" (Dublin, Ireland) - See all my reviews (REAL NAME)

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.

5.0 out of 5 stars Great Book!, October 12, 2009

By	Andrea "McAdams" (Houston, TX USA) - See all my reviews

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I found it very insightful, interesting, fun, and enlightening. Well written and easy to read.

4.0 out of 5 stars One of the Best, October 6, 2009

By	Deborah Effler "Marketing Revolutionary" (Cincinnati, OH USA) - See all my reviews (REAL NAME)

This classic of advertising how-to's is one I keep at my desk every day. And it's required reading for all the creatives on my team. In fact, it should be required reading in every advertising and copywriting course. Also, be sure to check out my newest favorite, Marketing With Meaning, The Next Evolution of Marketing. Get a free preview by downloading a chapter at [...]