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

~ (Author) "I GREW UP POINTING A FINGER-GUN at Mr. Whipple..." (more)
Key Phrases: stretchy cheese, trade ads, 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) --This text refers to an out of print or unavailable edition of this title.

Product Description

What if Bill Bernbach and Hunter Thompson wrote a how-to book on advertising?

It would be a searing, very funny cross between an insider's guide to writing great ads and a sendup of all that's heavy-handed, dim-witted, and ineffectual in advertising. This pretty much sums up "Hey, Whipple, Squeeze This." by Luke Sullivan, one of today's most successful copywriters working at one of the most prestigious advertising agencies. A relentless wisecracker, Sullivan provides pointers, tips, and guidelines on how to write and produce successful ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories.

"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." —Tom McElligott, co-founder, Fallon McElligott

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Product Details

• Paperback: 256 pages
• Publisher: John Wiley & Sons (March 1998)
• Language: English
• ISBN-10: 0471293393
• ISBN-13: 978-0471293392
• Product Dimensions: 8.8 x 6 x 0.8 inches
• Shipping Weight: 13.6 ounces
• Average Customer Review: 4.7 out of 5 stars  See all reviews (108 customer reviews)
• Amazon.com Sales Rank: #544,426 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 Can't wait to read it again!, April 13, 2002

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

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)

This review is from: Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition (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.

6 of 6 people found the following review helpful:

5.0 out of 5 stars It's GRRRRRREAT!, October 15, 1999

By	Lori McNabb (U.S.A) - See all my reviews

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