Customer Reviews

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

5 star:		(18)
4 star:		(6)
3 star:		(1)
2 star:		(2)
1 star:		(1)

 

 

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.

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.

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!)

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.

I just finished reading this book as a class assignment and it was one of the most enjoyable assignments I have ever had.

The author speaks with such skill and ease. His anecdotes make each chapter a fun experience so that instead of it feeling like a textbook it's hard to put it down. I learned alot about maintaining a proffesional creativity mindset in the work place. He included many tips on how to be successful that applies to advertisers as well as artists. Some of these great lessons included, how to get rid of creative block, learning to work with what you have, and how to know if you are creating something that is truly original.

I love this statement that he quoted from John Ward, "Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem."

As an advertiser he understands how to successfully share his message. This book is the cumulative of an amazing creative advertiser and his humorous skill of communicating with his audience.

Luke Sullivan has written one of the best adland books around. He writes a great blog too. And rumour has it he's currently working on a 2011 edition of this great book. I for one will be adding a copy to my bookcase to replace the copy I lent to a student and never got back.

This often amusing, seemingly quite honest, and occasionally irreverent book takes a good look at what its like to be on the agency side of "advertising". I use quotes as what is advertising has changed dramatically over time.

The book has been written from the point of view of a long term creative speaking to a new creative, or someone interested in pursuing the field. I am neither of those descriptions. How I found the book useful and insightful was understanding more of the perspective of the creatives I have worked with in the past and look forward to working with in the future. By understanding more about how they think - which this book does a good job of exposing - I hope to provide better direction to improve the creative we work on together.

for this use, I think the book is well done. for the target it was written for, I am less clear!

There is a very real reason why Sullivan's book is in its third edition - direct and brutal honesty. It must have been a cathartic experience for him to write a book of valuable rants that challenges so much of what is wrong about advertising. It is really a clarion call for everyone to stop debating art versus science and just get on with it. It is also a plea to cease making it more complicated than it has to be or really is. His wry humor and love of the business comes out on every page.

Sullivan also displays great reverence for Bill Bernbach starting with Bernbach's observation that "a commercial needn't sacrifice wit, grace, or intelligence in order to increase sales." And this was an important aspect for me given my time in marketing and advertising. Too many have spoken and been hung up on the art of the profession pursuing vacuous awards instead of focusing on selling more of the client's product and services. He paraphrases this old chestnut which still applies, "Good advertising builds sales. Great advertising builds factories." Sullivan goes furthest in his praise of the founder of DDB with, "everything that's any good about this business seems to trace its heritage back to this man, William Bernbach."

The book is well laid out though it may seem a bit dated given the emphasis on television, print and radio. However, the lessons still have great application to social media, digital, and mobile. Really great bits in the book include: "How to do a Volkswagen ad", the bourbon project, pitch tips, the real value of award shows, types of clients and how to work with them, types of colleagues and how to work with them, the six phases of an advertising project, and advice for those entering the industry. The book is replete with valuable examples and cases, not to mention quotes like Mark Fenske's "You cannot logic your way to an audience's heart." and Sullivan's own, "First, say it straight. Then say it great".

In advertising, like many industries, we sometimes have to re-learn things that should be second nature to us. Sullivan has compiled a treasure trove of material and war stories that will assist anyone in improving their skills and the advertisements they produce. So it is fitting to have the author ironically quote Dr. Samuel Johnson who wrote in 1759, "The trade of advertising is now so near to perfection that it is not easy to propose any improvement."

Luke Sullivan is one of the best copywriters out there and this book will reveal many of his secrets to making ads that don't suck. Probably the best resource for a young creative (especially copywriters) in the process of putting a portfolio together. This is a book that I always find myself going back to time and time again. In Luke Sullivan's own words, this book will teach you to make ads "that don't suck." Not only are the lessons in the book priceless but Sullivan is such a great writer that it is entertaining the whole way through. Put simply, Hey Whipple will help you make great ads, as well as teach you some lessons that you can't learn in school. Even though all the lessons in the book are pretty timeless, Sullivan has done a good job of keeping up with some of the more recent trends and covering them with each new edition of the book.

This book is such a must read for writers that if I was interviewing a copywriter who hadn't read it yet, I would give them a copy and tell them to come back when they are finished.

Sullivan's "Whipple" threw me headfirst into the world of advertising with little to no prior knowledge. Currently studying copywriting, this book was recommended to me to help me grasp the larger scope of the advertising business.

The book takes a light-hearted approach to the advertising industry, full of jokes and insider info from the author, who has worked in the agency world for quite some time.

Sullivan not only helps you understand how to break in but also gives you insider information from his years of experience and helps newcomers plan the best portfolio possible. He uses lots of quotes from colleagues and lots of examples of both good and bad advertisements and walks readers through the process of both dissecting and rebuilding them.

This is a great book for anyone interested in advertising or curious about it's inner workings. I genuinely feel like this book could be enjoyed by anyone even without a deep interest in the agency world.