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Hey Whipple Squeeze This: Fourth Edition Paperback – February 10, 2012

by Luke Sullivan (Author)
4.5 out of 5 stars 184 ratings
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The classic (and irreverent) bestselling guide to creating great advertising

Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads.

Creativity is still king, but this new edition contains:

  • Important new chapters and updates that bring Whipple into the new digital world
  • New content and examples for how to use social media and other emerging platforms
  • Illustrate what's changing in the new world of advertising—and what isn't

Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.

Read more
Previous slide of product details
  1. Print length
    400 pages
  2. Language
    English
  3. Publisher
    Wiley
  4. Publication date
    February 10, 2012
  5. Dimensions
    6 x 1 x 9 inches
  6. ISBN-10
    1118101332
  7. ISBN-13
    978-1118101339
Next slide of product details

There is a newer edition of this item:

Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising
Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising
$19.73
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The Amazon Book Review
Book recommendations, author interviews, editors' picks, and more. Read it now.

Editorial Reviews

From the Back Cover

Updated fourth edition of the best-selling guide now covers all media: digital, social, and traditional

Veteran copywriter Luke Sullivan returns with a nearly all-new fourth edition of his classic guide to 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 digital revolution in advertising, this Fourth Edition now includes good examples and best practices in all the new and emerging media: from social media to traditional, direct marketing to experiential, outdoor advertising to mobile. You'll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories.

Praise for the first edition

"Luke Sullivan writes a perfect lesson in advertising for newcomers and a familiarand laughably painful reminiscence for those of us entrenched in this noble and often crazy profession."
Lee Clow, Chairman and Global Director, TBWA\Worldwide

"This business is changing like crazy, but Luke Sullivan's advice is timeless. If you're good at advertising, this book will make you better. If you're great, it'll make you greater."
Mike Hughes, President, The Martin Agency

"Luke's reflections on the advertising industry make me wish I could do it all over again. Except for that 'scab' story in Chapter 11."
Bob Barrie, Barrie D'Rozario Murphy

Additional material on heywhipple.com

About the Author

Luke Sullivan is an award-winning copywriter with over thirty-three years of experience in the business at some of the elite agencies in America—Fallon, The Martin Agency, and GSD&M. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business, and now chairs the advertising department at the Savannah College of Art and Design.

Sam Bennett is a digital strategist at GSD&M in Austin. She began her career in digital at T3 before coming to GSD&M, where she's managed accounts of national brands like Walmart, John Deere, and BMW. For the last three years, she's focused solely on the digital strategy for Marshalls, Legacy, and Jarritos, as well as for the agency itself.

Product details

  • Publisher ‏ : ‎ Wiley
  • Publication date ‏ : ‎ February 10, 2012
  • Edition ‏ : ‎ 4th
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 400 pages
  • ISBN-10 ‏ : ‎ 1118101332
  • ISBN-13 ‏ : ‎ 978-1118101339
  • Item Weight ‏ : ‎ 1.16 pounds
  • Dimensions ‏ : ‎ 6 x 1 x 9 inches
  • Best Sellers Rank: #1,110,539 in Books (See Top 100 in Books)
  • Customer Reviews:
    4.5 out of 5 stars 184 ratings

About the author

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Luke Sullivan

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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4.5 out of 5 stars
184 global ratings

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Customers say

Customers find the book informative and entertaining, providing a crash course on the creative side of advertising and helping readers understand the creative process. They appreciate its humor, describing it as a hysterical read.

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InsightEntertainment valueHumor
32 customers mention "Insight"32 positive0 negative

Customers find the book informative and insightful, helping them understand the creative process, with one customer noting it serves as a definitive reference for senior creative thinkers.

"I think this is the advertising creative bible. It is a great book, informative, helpful and very funny...." Read more

"Very insightful, very helpful, very funny is how I would describe it...." Read more

"A wonderful and informative book, that helped me to understand the creative process involved in producing great ideas for my promotions." Read more

"Classic introduction to advertising. This will guide you well. Very good insights and principals." Read more

15 customers mention "Entertainment value"15 positive0 negative

Customers find the book entertaining and engaging, particularly praising it as a great crash course on the creative side of advertising. One customer notes it provides a detailed overview of the advertising world.

"Great, very entertaining book on advertising copywriting!..." Read more

"Very detailed overview of the advertising world and does not read like a boring textbook. Highly recommend!" Read more

"...Hey Whipple" is a great crash course on the creative side of advertising that should lead to some interesting thinking for anyone who spends time to..." Read more

"I think this is the advertising creative bible. It is a great book, informative, helpful and very funny...." Read more

10 customers mention "Humor"10 positive0 negative

Customers find the book humorous, describing it as a hysterical read.

"...It is a great book, informative, helpful and very funny...." Read more

"...Luke shares valuable tips and good advise, written in a humorous way, and in a language that is easy to read even if english is not your mother..." Read more

"The sections of this book are bite-sized, informative and humorous. My copy is full of post-its and dog-eared pages...." Read more

"...To this, it's actually quite funny to read :)" Read more

BEHOLD THE CREATIVE's ADVERTISING BIBLE
5 out of 5 stars
BEHOLD THE CREATIVE's ADVERTISING BIBLE
I think this is the advertising creative bible. It is a great book, informative, helpful and very funny. You can note is written by someone who really loves this business and want you to love it as well; it's full of advices from how to do great work to how to get a job on it and not to give up once you're there ( if this is what you want). I really recommend this book!! I wish they had a spanish translation so more people here en Mexico could read it.
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Top reviews from the United States

  • BARNHARTS
    5.0 out of 5 stars Hey, People, You Should Read This! Advertising 101
    Reviewed in the United States on August 23, 2014
    Verified Purchase
    I didn't study advertising in college. I studied literature, philosophy and film production. I thought I'd end up in grad school studying film or creative writing. After helping open up a bar and music venue in my early 20s, I found out I had knack for creative marketing. After a couple internships, I discerned a passion for advertising and dove head first into the industry.

    In addition to actually getting a job in an agency, I'd say Luke Sullivan's "Hey Whipple Squeeze This" is probably the best education on what we do on a day-to-day basis. Written in a crystal clear, irreverent style - kinda like your favorite professor in college - Sullivan distills his decades of experience practicing and teaching advertising into a mere 300 pages.

    While published almost two decades ago, the book has gone through several revisions and maintains relevance for anyone entering the field today. Most agencies in the country still function as they have for 30 years, for better or worse. Obviously, there are extremely innovative shops popping up in cities like Boulder or San Francisco who have made an explicit decision to break from the traditional agency model but even for them, Sullivan's knowledge is still relevant. In fact, Sullivan anticipates these challenges in the chapter "Concepting for the Hive Mind" where he discusses the rapidly evolving field and the role advertising creatives will play in this new digital world (this chapter is one of my favorites along with the chapter following immediately "Big Honkin' Ideas").

    The book is organized in a text book manner, giving you a broad foundation on what advertising professionals actually do in the ever-evolving media world and then building on that, going a little deeper and finally, telling you to learn those rules and then toss them out the window. The final chapter gives some solid advice to the aspiring creative on how to start building their portfolio.

    I'd recommend this book for anyone in the communications field, whether you are a marketer at a Fortune 500 company or a film producer in LA. The growing convergence of brands, marketing and entertainment content behooves those of us in the communications industry to pull wisdom from an ever-increasing variety of sources for inspiration. "Hey Whipple" is a great crash course on the creative side of advertising that should lead to some interesting thinking for anyone who spends time to read it.

    Hope this review was helpful!

    Find me on Instagram or Twitter to connect @guybarnhart
    7 people found this helpful
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  • Víctor Pacheco
    5.0 out of 5 stars BEHOLD THE CREATIVE's ADVERTISING BIBLE
    Reviewed in the United States on June 1, 2015
    Verified Purchase
    I think this is the advertising creative bible. It is a great book, informative, helpful and very funny. You can note is written by someone who really loves this business and want you to love it as well; it's full of advices from how to do great work to how to get a job on it and not to give up once you're there ( if this is what you want). I really recommend this book!! I wish they had a spanish translation so more people here en Mexico could read it.
    Customer image
    Víctor Pacheco
    5.0 out of 5 stars
    BEHOLD THE CREATIVE's ADVERTISING BIBLE

    Reviewed in the United States on June 1, 2015
    I think this is the advertising creative bible. It is a great book, informative, helpful and very funny. You can note is written by someone who really loves this business and want you to love it as well; it's full of advices from how to do great work to how to get a job on it and not to give up once you're there ( if this is what you want). I really recommend this book!! I wish they had a spanish translation so more people here en Mexico could read it.
    Images in this review
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    One person found this helpful
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  • Cody
    4.0 out of 5 stars Hey, Whipple, squeeze this! 4th edition
    Reviewed in the United States on November 2, 2012
    Verified Purchase
    Luke Sullivan is a great author, and has tons of experience in the advertising field. This book is aimed more towards people who want a job in advertising, and it is noted that this is not for everyone; however, there is a lot of good advice that can be geared toward people looking for any job. This is a good read for anyone even remotely interested in advertising and/or marketing.
    7 people found this helpful
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  • b00kll0vr
    5.0 out of 5 stars Internet Advertisers - Read this
    Reviewed in the United States on April 18, 2014
    Verified Purchase
    I love this book - if you dont know who Mr. Whipple is thats because you are too young. Entering into a new era of advertising has left a huge gap in the ability of College Courses to keep up with change. This book while geared more toward traditional advertising is a HUGE advantage to those starting or already perusing internet marketing. As a successful Internet Marketer I know one word in a sentence can either turn someone on or off a product (after many split tests).

    At the very least this book will inspire you and make you a better marketer. At best you will find your next "Big" idea.
    Helpful
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  • LindaS
    5.0 out of 5 stars Loved it
    Reviewed in the United States on April 6, 2013
    Verified Purchase
    I have worked as a graphic designer for three years now, and I regret not reading this book earlier. Here you can learn about classic printed ads, as well as Facebook, Twitter and so on. Luke shares valuable tips and good advise, written in a humorous way, and in a language that is easy to read even if english is not your mother language. I will definitly recomend this book to everybody who wants to learn a bit more about advertising.
    4 people found this helpful
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  • CH
    5.0 out of 5 stars The squirrel. Stockpiling nuts in an old hollow oak.
    Reviewed in the United States on September 18, 2015
    Verified Purchase
    SOUND F/X: Woods, leaves rustling, squirrel barking.
    MAN: The squirrel. Stockpiling nuts in an old hollow oak for the long winter. He doesn't do it because he's passionate about nuts, or oaks, or winter. It's just what he does to survive. Lately I've been feeling a lot like that squirrel. Stockpiling ad concepts, logos and layouts in an old hollow client. Day in, day out, hoping to make it through the winter. It's just what I do. Then the strangest thing happened. One day I went looking for a nut and found 'Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads' by Luke Sullivan. And I remembered why I got into this business in the first place. Hey squirrel, winter's over.
    ANNOUNCER: 'Hey Whipple, Squeeze This' by Luke Sullivan. Order now at Amazon.com and get your nut-gathering mojo back.
    10 people found this helpful
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  • VM
    4.0 out of 5 stars Fast Service little damage on book
    Reviewed in the United States on July 12, 2013
    Verified Purchase
    Over all good not bad enough to return but still its principle. The book itself is good if you are starting off or to help brain storming at the start. I don't agree completely with Lukes view on advertising. He seems to see a lot of it as tedious work which it only is if you don't have it in you from the beginning in which case you shouldn't be in that field.
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  • Mary Monica
    5.0 out of 5 stars It definitely sparked a love of the discipline of advertisement for me
    Reviewed in the United States on April 7, 2016
    Verified Purchase
    The sections of this book are bite-sized, informative and humorous. My copy is full of post-its and dog-eared pages. I sat down to read it one evening and a couple hours later, found myself halfway through, smiling. It definitely sparked a love of the discipline of advertisement for me, and I'd highly recommend it to all marketing or advertising students.
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Top reviews from other countries

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  • Joseph Thomas
    5.0 out of 5 stars Worth every rupee!
    Reviewed in India on January 13, 2015
    Verified Purchase
    The Classic Guide to Advertising is just that. A fantastic book that keeps getting better with every read.
    Report
  • Mª Carmen García Chicano
    5.0 out of 5 stars Para fomentar la creatividad
    Reviewed in Spain on December 15, 2013
    Verified Purchase
    En cuanto al pedido llegó antes del periodo establecido, lo cual se agradece, llegó perfecto estado. En cuanto a su contenido es perfecto para fomentar la creatividad, y aunque a veces se digan cosas obvias, está bien recordarlas en el proceso creativo.
    Report
  • Syed Hamza Ali
    5.0 out of 5 stars a must for creatives
    Reviewed in Germany on November 11, 2013
    Verified Purchase
    This book has to be the bible for anyone who wants to be a creative. I've read it over 6 times and each time I've found a new idea from it. Tells you how to write a good headline. Tells you what a good idea is. Basically tells you everything you need to know about advertising. Even what suit to wear for the interview.
    Can't recommend it enough
    Report
  • P C HEMSLEY
    5.0 out of 5 stars Brilliant - inspiring
    Reviewed in the United Kingdom on May 6, 2013
    Verified Purchase
    After 30 years in marketing I decided that I was getting stale and needed to re-energise my thinking. Based on the product description and reviews, I bought this volume among others. I need only have bought this one, with hindsight. Superbly written, consultative in style, well supported by examples from history and current experience. Having read it I have created several new ads for my business completely breaking out of my established patterns and styles: I have thought them through far more analytically and who knows - they may even work! Perhaps most of all, I have hugely enjoyed this learning experience and for me, the book has been truly inspirational.

    Just one minor (?) quibble. In such a great book, from a very well respected and experienced publisher, covering such a visual topic: why are the illustrations so appalling? One can discern what the illustrations purport to show, but in many cases, especially in the photographical illustrations, it is largely a matter of conjecture. I would still buy the book, even with this reservation, but the quality of the writing deserves better reproduced illustrations.
    Report
  • Brad
    5.0 out of 5 stars A great book to help you think in modern marketing terms
    Reviewed in Canada on April 6, 2016
    Verified Purchase
    This book is an easy read, enjoyable cover to cover. It's almost a collection of case studies of some of the best (and worst -- Hey Whipple) campaigns. Through the updated editions Luke Sullivan has managed to keep it relevant for today. There is a large section devoted to social media and content marketing.

    If you're feeling "stuck" in a routine of radio and print ads this book will inspire you to think in new ways. Even though many of the examples are Fortune 500 material, it's easy to apply the concepts to mid-sized businesses.
    Report