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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition Paperback – April 4, 2003

ISBN-13: 978-0471281399 ISBN-10: 0471281395 Edition: 2nd

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Product Details

  • Series: Adweek Magazine Series (Book 7)
  • Paperback: 288 pages
  • Publisher: Wiley; 2 edition (April 4, 2003)
  • Language: English
  • ISBN-10: 0471281395
  • ISBN-13: 978-0471281399
  • Product Dimensions: 8.8 x 6 x 0.8 inches
  • Shipping Weight: 12.6 ounces
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (117 customer reviews)
  • Amazon Best Sellers Rank: #673,416 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Overall, if you want to get into doing banner ads, this book makes a great read…I feel like a better ad designer now that I’ve read it!" (TamsPalm blog, September 2006)

From the Publisher

A funny, irreverent overview of the good, the bad, and the ugly in advertising. Luke Sullivan, a copywriter at one of the nation's most prestigious ad agencies, divulges all the secrets to making a great ad. With hysterical examples and anecdotes, he gives tips and pointers on how to create an ad that will "go in one ear and stay there." --This text refers to an out of print or unavailable edition of this title.

More About the Author

Luke Sullivan just released his second book, titled "Thirty Rooms To Hide In: Insanity, Addiction and Rock 'n' Roll in the Shadow of the Mayo Clinic." AUTHOR STATEMENT: "'The Shining,' ... but funnier. That's about the best way I can describe the book. It's the story of growing up with my five brothers in a big dark house in Minnesota back in the '50s and '60s. Even with winters raging outside and our father raging inside, we still managed to have a wildly fun, thoroughly dysfunctional time growing up, thanks to the protection of our mother. With dark humor as the coin of our realm, and the Beatles as true north on our compass of Cool, we made movies, started a rock & roll band, and wise-cracked our way though a grim landscape of our father's insanity, Eisenhower's Cold War, fallout shelters, and JFK's assassination." See more content, photos, videos, at ThirtyRoomsToHideIn.com.

Customer Reviews

I had to read this book for one of my Creative Advertising classes.
J.L.
If you love great ads, and want to know more about where they come from and how they're thought up, this is a great book.
The Man in the Hathaway Shirt
I also found the last few chapters on making a book and getting into advertising very informative.
Miranda T Hays

Most Helpful Customer Reviews

9 of 10 people found the following review helpful By James Sadler on January 22, 2004
Format: Paperback
My list of must read books for those who want to enter the advertising field or are already in it and want to expand their skills keeps growing. After reading "Hey, Whipple.." I've added another great book to my list of recommendations.
Luke Sullivan is a well-known, award-winning copywriter who's been around for some time, but who still manages to keep a fresh perspective. And this book probably demonstrates why. Sullivan definitely loves the art of advertising and copywriting. While this is not a strict how to book, it does contain serious advice on the ins-and-outs of copywriting and advertising.
Sullivan wisely keeps an irreverent tone throughout the book, all the while taking us through the process of ad creation. He even skewers a few advertising icons along the way. Even if you are not an advertising professional or someone with an interest in advertising, this book is an entertaining read and well worth the price of admission.
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6 of 6 people found the following review helpful By Lori McNabb on October 14, 1999
Format: Paperback
Sorry, couldn't resist. This is a must-have, especially for all junior copywriters. With a sense of humor and simplicity, the author delivers a book you'll read in a night, and the inspiration to write tomorrow's one-show winner. He tackles everything from radio production to presenting your own work. So if you feel like you're working under a Creative Dictator. Here's your replacement. You'll be inspired even if you're just working on some flaky cereal ad
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5 of 5 people found the following review helpful By Deana Jirak on July 13, 2004
Format: Paperback Verified Purchase
So about two weeks ago I started an internship at one of the largest advertising companies in the world. I considered myself very lucky because I hadn't even had a class in advertising. On my first day, two of the other interns recommended this book to me. They individually attend two top advertising schools in the country and were both highly recommended this book by their professors, calling it the Bible of Advertising, The Book of Luke. I figured it might give me a better clue so I didn't look like a total idiot at my new position so I picked it up.
Amazing! I can't believe how right they were. It gave me such a better understanding of what I should be doing and in such a humorous way that it didn't feel like I was reading a textbook, it felt like I was having a casual conversation with a hilarious, experienced professional. Quick read.
I highly recommend this book, it gives you the facts straight out in a way that's not only educational but extremely entertaining. If you're looking for a book to get insight into this exciting world, get this one and then if you don't like it, check out one of the million books he recommends at the end of the book.
Buy it. Enjoy! :-)
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5 of 5 people found the following review helpful By The Man in the Hathaway Shirt on March 7, 2000
Format: Paperback
...And it's also just fun to read. If you love great ads, and want to know more about where they come from and how they're thought up, this is a great book. If you're aspiring to get into the biz, this is your FIRST stop. (Several other titles mentioned by previous reviewers here are also recommended.) Sullivan show the writing process and the thinking that goes on behind it. The book is loaded with examples of great ads. As for the reviewer below who implied he's on an ego trip because he included so many of his ads, he actually only included one ad that he himself did, and his modesty throughout the book is notable. As for the infamous (by now) Lone Voice of Dissent, I really don't get his diss. Does he think the book never should have been written? One is free to ignore what he says and do whatever ads he wants. He seems to be saying because he's stuck doing Whipple, that's all we all should be permitted to do. Grow up. Or switch jobs. Or leave the industry; it's got plenty of hacks as is.
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5 of 5 people found the following review helpful By A Customer on October 25, 1999
Format: Paperback
This is a Read In A Day book tht cracks u up as often as u find yourself nodding in agreement. I have just started up a Danish branch of a Scandinavian advertising chain and I found myself using so many quotes for Nu Bizz meetings, colleagues and even my own grrrlfriend to xplain why I did what I did, trying to solve a campiagn in the best (and most creative way, as I am the Art Director). I especially like the "legs up, looking at my partners tennishoes, talking about the last movie we watched", as in how the ideas pop up. THT IS BRILLIANT! But also the stressed out woman in the airport, flight delayed, meat stuck in between teeth, flicking through a mag, backwards, as our target group.
This book is so full of the best observations and u will use them yourself, as sooon as u put down the book, I am sure. But, u will pick it up again, this book deserves a re-read again and again! Thnx Luke!!!!!!
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37 of 49 people found the following review helpful By West End Girl on January 20, 2005
Format: Paperback
I'm a creative director at an ad agency. Occasionally some lucky/unlucky newbie actually gets me on the phone. You would be surprised at how many folks who claim to want a job in advertising want a mini-course in advertising from me. Nopers Bucko, my hours are billable - show me you're serious first. Read these books, call me back. Then I'll hug you to my bosom and rock you like Oprah/David Ogilvy. No really, I will.

I tell them that the first thing I'm going to do is save them some cash. This book is the ONLY book about creativity that an ad creative needs. Don't be fooled by the books with a wacky dude with a lightbulb over his head promising to jumpstart your creativity. Life jumpstarts your creativity. If you have any actual talent at all, you just need to learn how to pound all of that stuff into a good ad.

This book is from one of the living greats of this business and he gives you the best description of advertising life.

There are about five other books that constitute a full course meal of basic ad know-how, but you're going to have to wait for my So You Wanna Guide for that. Unless you are one of the lucky/unlucky souls that gets me on the phone.
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