Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition (Paperback)

by Luke Sullivan (Author) "I GREW UP POINTING A FINGER-GUN at Mr. Whipple..." (more)
Key Phrases: stretchy cheese, target agencies, great ads, New York, One Show, Bill Bernbach (more...)

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)

Product Description
Veteran copywriter Luke Sullivan returns with an updated edition of his irreverent warts-and-all look at the advertising industry. Part how-to book and part exposé, Hey Whipple, Squeeze This is both an insider’s guide to writing great ads and an unapologetic send up of all that’s heavy-handed, dim-witted, and ineffectual in the industry.

Updated to include the latest campaigns, this edition presents a real-world look at the day-to-day operations of today’s ad agencies and examines the good, the bad, and the downright ugly ads the industry produces. Sullivan provides pointers, tips, and guidelines on how to write and produce ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories.

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

"Luke Sullivan knows the business and writes about it with . . . gentle wit and insight."
––Dan G. Wieden, Wieden & Kennedy

"The most informative and entertaining book about life as it really is in the creative department of an advertising agency. Even account men could write great ads after reading it."
––Tim Delaney, Leagas-Delaney, London

"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."
––Tim McElligott, cofounder, Fallon McElligott

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Product Details

• 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: 4.7 out of 5 stars See all reviews (108 customer reviews)
• Amazon.com Sales Rank: #134,566 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars Hungry? , June 15, 2006

By	Gary J. Bloomer (Wilmington DE) - See all my reviews (REAL NAME)

If this book were a sandwich, it would be lovingly served on the bread
of your choice, still warm from the oven. It would be stuffed with mouth-watering, drool-inducing fillings. It would come with chips, cooked just so, and it would be nestled against a generous side of pickles. It would sit snuggly next to a glass of great beer frosted with
dew drops of icy condensation. Lunch time would last weeks, the hours of siesta would trickle by with glacial stealth, and every day would be Saturday. Heaven. Bliss.

But it's not a sandwich, it's a book. You cannot eat it (although some of you may try), but it's a book that needs to be savored, digested, and reflected on as the world passes by.

It's intelligent, witty, thought-provoking, and informative, but without being preachy. It's not a text book. No. It's better than that: it's a goldmine.

My copy of "Hey Whipple ..." is dog-eared, battered, abused, and well-thumbed. It has lots of little notes in the margins, in the gutters, and across the headers, and when it's shut, a patina of grubby marks graces the edges of the pages.
But it isn't shut for long. No. Not this book.

When I first read it I thought I'd won the lottery. I wanted to keep it a secret while also spending lavishly. And little by little, it gained the aforementioned adornments. Scars of battle. Badges of courage in the face
of adversity.

Sadly, this book will not make you a copywriter. Only time will do that ... time, working with people you like and can learn from, and by producing great ideas that then turn into great work that's bought by clients willing to take a chance on your off-the-wall notions of the things their brand can do.

But if you're looking to get your foot in the door of advertising, this book is your set of skeleton keys. Use it wisely, learn, enjoy, and, above everything else, have fun. And one last thought: bon appetit.

7 of 7 people found the following review helpful:

5.0 out of 5 stars Can't wait to read it again!, April 13, 2002

By	Connie L McGhee (Nashville, TN United States) - See all my reviews

This review is from: Hey, Whipple, Squeeze This: A Guide to Creating Great Ads (Adweek Magazine) (Paperback)

This is an extremely entertaining read from an obviously brilliant creative writer. I actually laughed out loud many times!

I think one reason I found this book so enjoyable is that it is written with such a common-sense approach to advertising. It's so easy to follow his line of thinking, even for a novice, and yet has so much to offer even a seasoned professional. What a master of speaking to a broad audience!

I am an Art Director, so I greatly appreciated Sullivan's sensitivity to our particular problems. I was especially amused by the section about clients who always want their logo to be bigger, bigger, even bigger than the page on which it is printed. I'm so relieved to know it's not just me this is happening to.

In short, this is an amazing read: quick and easy, yet so full of knowledge and insight. I finished it about a week ago and I definitely plan to re-read it as soon as my husband gets done with it.

I can't recommend it highly enough!

9 of 10 people found the following review helpful:

4.0 out of 5 stars Educational and Funny at the Same Time, January 22, 2004

By	James Sadler (Plano, TX United States) - See all my reviews (REAL NAME)

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.