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Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising Paperback – February 8, 2008
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From the Back Cover
An updated and revised new edition of the bestselling advertising guide
Veteran copywriter Luke Sullivan returns in a third edition of his irreverent warts-and-all look at 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 new wave of advertising media, as well as guerilla and direct marketing, this Third Edition presents a real-world look inside the big agencies and examines the industry's best and worst ads—from the hilarious to the horrid. You'll get pointers, tips, and guidelines on writing great copy for print, TV, radio, outdoor, and the Internet, while Sullivan regales you with hilarious industry war stories.
Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America—Fallon McElligott and The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.
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
"This is a business that is changing like crazy—but Luke Sullivan's advice is timeless. If you're good at advertising, this will make you better. If you're great, it'll make you even greater."
—Mike Hughes, President/Creative Director, The Martin Agency
"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, cofounder, Fallon McElligott
"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 10."
—Bob Barrie, Barrie D'Rozario Murphy
About the Author
Luke Sullivan is an award-winning copywriter with nearly thirty years in the business at some of the elite agencies in America-Fallon McElligott and the Martin Agency, and now GSD& M In Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.
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Top customer reviews
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.
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.
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!
i'm new in the ad business, and i bought luke sullivan's book because of the good reviews that i found online. i was amazed to find that it was, truly, a riveting book!
the focus of this read is not on mr. whipple (thankfully), but on the subtitle "A Guide to Creating Great Advertising". i do, though, share his view of mr. whipple, having grown up on teevee and also being annoyed by those stupid (yet effective) charmin ads.
anyway, by reading through this great book, i believe that i have learned a ton of good stuff; stuff that i plan to use as i begin my own agency. sullivan writes on several aspects of the ad biz, ranging from radio and teevee, presenting your work, how to get into the business, day-to-day business, and explaining some of the great ad campaigns over the past many years.
"Hey Whipple" is wonderfully entertaining and enlightening, and should be read by novices (like me) and anyone interested in the field of advertising. i hope one day to meet mr. sullivan, as it appears that we share, at the least, a love of great advertising and a sense of humor. speaking of humor, this has got to be one of the funniest educational books ever written. kudos to you, mr. sullivan, and thank you for sharing your awesome insight with the rest of us!
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