Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads [Paperback]

Luke Sullivan (Author), Sam Bennett (Contributor)

Book Description

Publication Date: March 6, 2012

The classic (and irreverent) bestselling guide to creating great advertising

Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads.

Creativity is still king, but this new edition contains:

• Important new chapters and updates that bring Whipple into the new digital world
• New content and examples for how to use social media and other emerging platforms
• Illustrate what's changing in the new world of advertising—and what isn't

Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.

Editorial Reviews

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.

Product Details

• Paperback: 386 pages
• Publisher: Wiley; 4 edition (March 6, 2012)
• Language: English
• ISBN-10: 1118101332
• ISBN-13: 978-1118101339
• Product Dimensions: 6 x 1 x 8.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (40 customer reviews)
• Amazon Best Sellers Rank: #12,524 in Books (See Top 100 in Books)
  • #28 in Books > Business & Investing > Marketing & Sales > Advertising
  • #69 in Books > Business & Investing > Accounting

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.

Most Helpful Customer Reviews

12 of 14 people found the following review helpful

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

By Eoghan Nolan

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.

5 of 6 people found the following review helpful

5.0 out of 5 stars Still relevent wisdom and writing and creating great ads June 12, 2009

By Adam Strasberg

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.

2 of 2 people found the following review helpful

5.0 out of 5 stars This book just got me a job August 7, 2012

By Dylan Crawford

Format:Paperback|Amazon Verified Purchase

I was trying to get a job as a copywriter for a few months. Then I bought and devoured this book. Then I got a job. I'm not a scientist, but I'm pretty sure that proves that this book will get you a job.