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Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising
by
Luke Sullivan (Goodreads Author)
In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You'll learn why bad ads sometimes ...more
Paperback
Published
January 1st 2008
by John Wiley & Sons
(first published 1998)
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Yes, I know its an advertising book and you may not have any interest in reading it if you are not in this field, BUT I loved it! You might be surprised at what you learn about the most popular ad campaigns from the 20th century. Luke Sullivan is an exceptional advertiser and writer who writes the way he speaks. I'd recommend this book to anyone in advertising, marketing and business or just looking for a good read. Reads almost like a novel, except it's a How-to mixed with memoir and it's full ...more
Maybe I've been watching too much "Mad Men" lately, but I decided to take a copywriting class, and our teacher chose this as our primary textbook. I'm so glad she did. "Hey Whipple" is a brilliant resource for anyone with an interest in breaking into the advertising industry.
Sullivan's a man with a mission: to teach writers how to craft ads that are effective and benefit-driven, while also creative, witty, and elegant. His humor and humanity shine through constant...more
Sullivan's a man with a mission: to teach writers how to craft ads that are effective and benefit-driven, while also creative, witty, and elegant. His humor and humanity shine through constant...more
Sullivan's "Whipple" threw me headfirst into the world of advertising with little to no prior knowledge. Currently studying copywriting, this book was recommended to me to help me grasp the larger scope of the advertising business.
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 giv...more
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 giv...more
Now that I'm reading another book on how to break into the ad copy business, I appreciate this one all the more. The one I'm reading now is called The Well-Fed Writer, and it reads like a hyped-up get-rich-quick book for writers. Hey Whipple, Squeeze This was much more informative, and it was funny. The author illustrates his points about good advertising with concrete examples from print ads, radio scripts, etc., explaining precisely why they are so effective. Then he explains the creative tech...more
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Yes, I know its an advertising book and you may not have any interest in reading it if you are not in this field, BUT I loved it! You might be surprised at what you learn about the most popular ad campaigns from the 20th century. Luke Sullivan is an exceptional advertiser and writer who writes the way he speaks. I'd recommend this book to anyone in advertising, marketing and business or just looking for a good read. Reads almost like a novel, except it's a How-to mixed with memoir and it's full ...more
Melita
rated it
·
review of another edition
·
review of another edition
Recommends it for:
Arts and media students who are eyeing jobs in advertising.
Recommended to Melita by:
This blog writer from Brand DNA wrote for Whip column in htttp:/
It's enjoyable! Reads almost like a novel, except it's a How-to mixed with memoir. I keep moving on from this chapter to that chapter, not really following from page 1 to the end. Just grabbed the chapters Im really interested in. I learnt a lot of the inside workings of advertising industry: it's quite interesting reading about stereotypes on difficult types of people in the advertisement industry, although presumably these people exist in any other industry too (and presumably it's not interes...more
I would go so far as to say that even if you don't have an interest in advertising, you'll still find this book to be an enjoyable read. Sullivan writes as if he's having a conversation, and he's absolutely hilarious, so the end product is a highly readable book that also happens to be a treasure trove of copywriting information.
Five star "text book." I always rank school books/text books on a different scale. This is by far the best book I've ever read on advertising. I didn't read it for school; I read it because I heard it was a really helpful read for anyone pursuing a career in advertising. Not only was this book helpful, it was also hilarious. I rarely mark in books. Normally I feel like it devalues them, but I couldn't help it in this book. I had my three highlighters sitting by my side each time I sat...more
When my former company, 108 Digital, was embedded in major advertising agency Grey Canberra, I once asked their creative director, Jan O'Connell to suggest the best advertising book for me to read.
This was the book she handed me and I treasure it. It really is a huge must for anyone interested in advertising
This was the book she handed me and I treasure it. It really is a huge must for anyone interested in advertising
Copywriter Sullivan is honest and funny in his advice and commentary on modern advertising. His "real time" approach gives aspiring ad men concrete insights in both what to expect from clients, CD's and account men.
He offers real insights into what is essential in developing good ad imagery and copy, and more importantly what makes great ad messaging. As a freelance CW, I found this book to be a tremendous help and inspiration.
He offers real insights into what is essential in developing good ad imagery and copy, and more importantly what makes great ad messaging. As a freelance CW, I found this book to be a tremendous help and inspiration.
Not just a must for ad and marketing peeps, but anyone involved in communication. Communication through media is THE way of our cultural times, but it's also the biggest educational gap currently. Pick it up and read. You won't regret it.
This was considered "The Bible" when I was at Purdue majoring in marketing. It gave me the foundation for my career in advertising. During my first couple of years in advertising, I went back and read it a few more times.
Some interesting insights and humor but largely nothing too cohesive. The book contradicted itself multiple times and read more like a collection of vignettes loosely stitched together more than a cohesive whole. Also didn't have as much relevance as I thought. The third edition barely mentioned interactive which was disappointing.
I remember reading this while in Advertising school. Definitely a part of my evolution as a copywriter. It was interesting to see how the work got done back then vs how it's done today.
Dave
rated it
·
review of another edition
·
review of another edition
Recommends it for:
Every ad writer
Recommended to Dave by:
Dan Haag
The copywriter's bible. The best how-to book on making ads ever written. By the guy who understands connecting a simple thought to a human truth in a headline better than anyone.
There's two ways to look at this book. You can say it's outdated because the advertising landscape has drastically changed in the past 12 years. Or you can say that it doesn't matter because an art form's foundation never changes. I lean towards the latter. Here's a perfect example from p. 85:
"I don't think people read body copy. I think we've entered a frenzied era of coffee-guzzling, fax sending channel surfers who honk the microsecond the light turns green and have the attent...more
"I don't think people read body copy. I think we've entered a frenzied era of coffee-guzzling, fax sending channel surfers who honk the microsecond the light turns green and have the attent...more
Sullivan proves his copy-writing chops: this book is an incredibly engaging, informative, and witty argument for advertising that doesn't insult our intelligence.
I found this to be a really absorbing (no pun intended) book on avoiding the cliches of advertising copywriting. Great anecdotes, great writing style.
This is a BRILLIANT and easy to read book about advertising, but it applies probably to any communication medium.
AWESOME. Everyone in advertising should read it, account people included. Client side should read too.
What a great piece of writing, every time a pick it up, I learn a new nugget of information.
Great overview of the copywriting world, I enjoyed it a lot more than the copywriting handbook.
Best ad book I've read. The single reason I quit my job and got into advertising.
A must for any advertising executive.
I admit that I am reading this book as a textbook for my copywriting class. However, the book was very well written (and funny!). It provided graet insights into the advertising industry as well as the creative process. A fun read even for those not in copywriting and advertising (I think I would have liked this book even if I weren't taking the copywriting course).
I don't work in advertising, but I read this book because I thought it would be more on the psychology of influencing people than on the basics of brainstorming. There were some clever ads analyzed, but my favorite part of the book was in the beginning with the author reminiscing how much he was irritated by certain tv spots. I think this book would be better for someone in the advertising business.
This was "suggested reading" in college that I finally got around to reading post-graduation. Luke Sullivan is an exceptional advertiser and writer who writes the way he speaks. I'd recommend this book to anyone in advertising, marketing and business. It's full of truth!
Yes, I know its an advertising book and you may not have any interest in reading it if you are not in this field, BUT I loved it! You might be surprised at what you learn about the most popular ad campaigns from the 20th century.
I learned about the ins and outs of succeeding as a copywriter at a major advertising agency. At the same time, the second half of the book can be seen as a general exhortation to persevere and flourish in any office environment.
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