- Series: Adweek Magazine Series (Book 7)
- Paperback: 288 pages
- Publisher: Wiley; 2 edition (April 4, 2003)
- Language: English
- ISBN-10: 0471281395
- ISBN-13: 978-0471281399
- Product Dimensions: 6.1 x 0.8 x 9 inches
- Shipping Weight: 12.6 ounces (View shipping rates and policies)
- Average Customer Review: 93 customer reviews
- Amazon Best Sellers Rank: #1,825,627 in Books (See Top 100 in Books)
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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition 2nd Edition
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"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)
From the Back Cover
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 newcomersand 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, cofounder, Fallon McElligott
Top customer reviews
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Amazing! I can't believe how right they were. It gave me such a better understanding of what I should be doing and in such a humorous way that it didn't feel like I was reading a textbook, it felt like I was having a casual conversation with a hilarious, experienced professional. Quick read.
I highly recommend this book, it gives you the facts straight out in a way that's not only educational but extremely entertaining. If you're looking for a book to get insight into this exciting world, get this one and then if you don't like it, check out one of the million books he recommends at the end of the book.
Buy it. Enjoy! :-)
This is a must for anyone who starting a career in creative advertising, marketing executives, technical writers, and product marketing managers. This book helps bridge the gap between Ogilvy and Bernbach's era with today and set the stage for sophisticated advertising. This will definitely help you get an ad in Communication Arts. Creatives like to use this as their sounding board and bible. So this also a good read if you want to speak their language.
However, the type of ads showcased are typically branding ads not product or direct response ads.
We wouldn't we all like to work on those ads. What is left out is the amount of ad investment needed to see any ROI on branding ads. Just look at Nike's ad budget.
Unless, you have a great product or gobs of money, mind share typically takes a long time to create.
The next edition should really dig deeper and reconcile when Brand Advertising is a bad idea.
Just ask Burger King and their experience with the Martin Agency, which used to be regarded as the holy grail for this kind of stuff.
Be prepared to laugh and learn. Whipple's as entertaining as it is informative. I found myself laughing out loud as I jotted down keypoints, re-reading Whipple, digesting the information and reading it again.
I can't say enough great things about this book. If you are starting out in copywriting or advertising and you only buy one book, make it this one. This book stays on my desk. I can't say that about some of the other advertising books I've picked up. 5 Stars!
Most recent customer reviews
Great for designers and marketers alike. Sometimes success is hard to kill.Read more