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Luke Sullivan

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Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising Paperback – February 23, 2022

by Luke Sullivan (Author), Anselmo Ramos (Foreword)

4.7 119 ratings

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The new edition of the book readers call the bible for advertising

The sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity―while critical―is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.

In this fully updated edition, you’ll explore:

How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation.
How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life.
How to go 180˚ against common sense for ideas that have the potential of becoming viral.
How to create the kind of portfolio that will get you a job in the industry.

From the Back Cover

UPDATED 6TH EDITION OF THE BESTSELLING GUIDE TO ADVERTISING. ALL NEW MATERIAL ON CONTENT CREATION, SOCIAL MEDIA, AND BRANDED CONTENT.

This is the single best introduction to succeeding in one of the most fun, most lucrative creative jobs out there–advertising. With a worldwide fan base built over 20 years and five editions, this nearly all-new sixth edition has new chapters, new examples, and new how-to advice on applying creativity in this digital-first industry. With assistance from ad veteran Edward Boches, the classic guide can help juniors and working professionals create great advertising in any format: from content creation for TikTok to Instagram, social media to interactive, as well as traditional media like television, print, and outdoor.

PRAISE FOR HEY WHIPPLE, SQUEEZE THIS

“Few advertising texts have improved with time, yet Hey Whipple has done just that. The wisdom, lessons, examples and sage advice are enduringly right and endlessly helpful. Read and reap!”
―Wendy Clark, Global CEO, Dentsu International“

“For over 20 years, Hey Whipple has been the go-to how-to for beginners. If the fifth edition was called ‘a classic,’ this sixth one should be a doozy. Oh, did I mention Sullivan is an alum of The Martin Agency?”
―Kristen Cavallo, CEO, The Martin Agency

“I can’t imagine starting my career in advertising without Luke’s words, and neither should you. This book is a collection of ‘OMG I WISH I KNEW THIS THEN!’ ― and now, you will.”
―Neha Guria, Art Director at Goodby, Silverstein & Partners and former student of Sullivan’s

Additional material on heywhipple.com

Reading age

1 year and up
Print length

416 pages
Language

English
Dimensions

6 x 1.4 x 8.9 inches
Publication date

February 23, 2022
ISBN-10

1119819695
ISBN-13

978-1119819691
See all details

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Product details

Publisher ‏ : ‎ Wiley; 6th edition (February 23, 2022)
Language ‏ : ‎ English
Paperback ‏ : ‎ 416 pages
ISBN-10 ‏ : ‎ 1119819695
ISBN-13 ‏ : ‎ 978-1119819691
Reading age ‏ : ‎ 1 year and up
Item Weight ‏ : ‎ 1.05 pounds
Dimensions ‏ : ‎ 6 x 1.4 x 8.9 inches

Best Sellers Rank: #28,686 in Books (See Top 100 in Books)
- #3 in Advertising Graphic Design
- #36 in Advertising (Books)
- #127 in Marketing (Books)

Customer Reviews:
4.7 119 ratings

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Luke Sullivan

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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.

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Megan Colleen McGlynn

One of my favorite ad books, from one of my favorite writers.

Reviewed in the United States on April 10, 2022

Verified Purchase

Loved this when I was an ad student, I’ve recco'd it countless times. And now 25 years layer it’s an excellent refresher. I learn something new every time I read Luke’s stuff.

4 people found this helpful

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Mrs. Willen

The go-to for Ad-Graph

Reviewed in the United States on August 24, 2022

Verified Purchase

A must read for anyone in the Advertising-Graphic Design world.

One person found this helpful

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Maria Anderson

New book came a little beat up.

Reviewed in the United States on October 24, 2022

Verified Purchase

Book came with a bent front cover and what I can only assume is a grease stain on the upper left front corner. Not a huge deal, but when you pay $25 for a new paperback book, I'd prefer it to not be dirty and beaten up.

One person found this helpful

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J. D. Estrada

Real look into the world of advertising from SEVERAL perspectives

Reviewed in the United States on April 25, 2022

I've worked in advertising, communications, and public relations for a long while and this is the book that's made me the most excited about working in the industry. Apart from great advice, it's a real look into the random madness that is the industry. It also offers several reminders to remember what you're getting paid to do and to enjoy and take pride but not take it too seriously. From concepting, to writing, design, campaignability, and building your portfolio, it offers a lot of knowledge for anyone at any point in their ad career. It'll also certainly spark great ideas because when you cover so many solid campaigns, it's only natural ideas will spark here and there. To be filed under books to keep nearby when you're stuck or in a rut.

3 people found this helpful

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Ernest Allen

99.9% Great Content

Reviewed in the United States on April 15, 2022

Verified Purchase

The thoughts, quotes, and advice are all fantastic. Lots of practical advice and will reward anyone who follows it.

The one and only thing I don’t like (and probably no one cares and that’s fine) is the occasional stabs at conservatives. Some are very point blank. It’s sad because I’m loving what I’m reading and am so intrigued only to then be shot with an ideological bullet. As an “advertiser” they should be more self aware that leftists aren’t the only ones who want to read their thoughts. Keep the main thing the main thing.

In general, great book and will use it often to refer to.

17 people found this helpful

Helpful

Jose Noriega Torres

Creativity > Sales

Reviewed in the United States on April 7, 2022

I suggest you read this book only if you think being creative and receiving applause is more important than getting people to buy your stuff.

This is the third time I read this book. I didn’t like it the first two times in earlier editions, but I was unsure why.

Now that I’m more experienced and knowledgeable in advertising, marketing, copywriting, and business, I know exactly why I don’t like this book.

He starts by describing his adolescent-like graphic fantasy of characters from TV commercials getting chased and killed.

Why? He thinks they are in poor taste and unoriginal—just like his fantasy.

CREATIVITY = CONFUSION
It took me three readings over 10 years to understand what he means by “Whipple, Squeeze This” in the title.

He wants the character to squeeze his crotch. Fine. What’s not fine is creativity that confuses when the objective is to make money for your business.

The Mr. Whipple ad made a lot of money, he writes, but making money is bad because it’s not creative enough. He compares the commercial to spitting on a table:

“As an idea, Whipple isn't good. To those who defend the campaign based on sales, I ask, would you also spit on the table to get my attention? It would work, but would you?”

The author is intellectually dishonest. It doesn’t make sense. People don’t make sales from spitting on tables.

HAS THE AUTHOR MADE MONEY FROM HIS CREATIVE ADS?
Look at his bio at the end of the book. He’s won awards and taught at a university. There’s nothing about how much money his ads have made for his clients.

At the beginning of the book, he tries to avoid the field of direct-response advertising from his history of advertising—and doesn’t talk about advertising giants like David Ovilvy—because they hold advertising accountable.

Money spent on advertising must make money. That’s all that matters.

22 people found this helpful

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Erika

Good book

Reviewed in the United States on March 25, 2023

Verified Purchase

Great book for the advertising industry.

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Carlos Andre Inacio

O Mestre do Copy

Reviewed in Brazil on January 24, 2023

Verified Purchase

Acredito que boa parte dos (bons) Redatores Publicitários brasileiros tenham lido este livro! Aliás, a introdução foi feita por um brasileiro... biblioteca básica pra quem quer escrever melhor!

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Tonya

Whipple never Squeezed This.

Reviewed in Canada on July 2, 2022

Verified Purchase

Whipple never Squeezed This.