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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads Paperback – February 1, 2016
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"The writing is very informal and easy to understand. The authors' wit and humor are also on display. Anyone interested in learning how to write copy for advertisements should read this book." (Choice Connect 2016)
From the Back Cover
UPDATED FIFTH EDITION OF THE BEST-SELLING GUIDE NOW COVERS ALL MEDIA: DIGITAL, SOCIAL, AND TRADITIONAL
This is the nearly all-new fifth edition of Luke Sullivan's classic guide to advertising. With assistance from ad veteran and digital expert Edward Boches, this edition is updated to thoroughly cover and explore the new age of advertising. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how-to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Part how-to and part exposé, Hey Whipple, Squeeze This is the 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.
Praise for Hey Whipple, Squeeze This
"Luke and Edward will inspire you to create ideas fit for today's digital world and help an entire industry make less spam."
Gareth Kay, Cofounder of Chapter SF
"Classic must-read Sullivan mixed with innovation master Boches make the perfect duo. This is the book that will help guide new talent to great career starts. Required reading for a new era."
Deborah Morrison, Carolyn Chambers Distinguished Professor of Advertising, University of Oregon
"Luke Sullivan writes 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 and Global Director, TBWA\Worldwide
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Top customer reviews
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.
(I owned the first edition way back in the late 90s and it was so good that somebody stole it.)
So much has been updated in this fifth edition that I consider it a sequel/reboot, but in a very good way. It’s essential to those working on either the creative or account side of the biz, and written in Human English instead of Buzzspeak so you can actually get something out of what you’re reading.
“Hey, Whipple…” is truthfully a trade triumph.
If you work in advertising, you need this book (but please, buy a copy rather than steal one).
I can now say with confidence - if in marketing, advertising, or related fields - buy this book. Its the foundational text on areas of creative development including work in the online realm. Don't go for earlier editions; this is enough of a difference that it should be 5th edition only.
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