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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads

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4.2  ·  Rating Details ·  2,647 Ratings  ·  151 Reviews
In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations o ...more
Paperback, 304 pages
Published April 15th 2003 by Wiley (first published 1998)
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Kressel Housman
Sep 15, 2009 Kressel Housman rated it really liked it
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: Financial Self-Sufficiency As a Freelance Writer in Six Months or Less, 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 ...more
Tom Whalley
Jan 31, 2014 Tom Whalley rated it it was amazing  ·  review of another edition
I've been considering a career change; thanks to talking to a few people involved in the ad game, apparently I've been setting myself up for working as a copywriter for years already without knowing it. After reading this book, I completely agree; this sounds like it is so far up my alley I don't know how I didn't trip over it stumbling out of my terrible apartment in this hypothetical world where I live in a terrible apartment and jobs are physical things that can trip you as you leave the alle ...more
Irene
Jan 22, 2015 Irene rated it it was amazing  ·  review of another edition
I love this book! It was assigned as the textbook for my Writing for Broadcasting class, and even though we haven't touched the book in class (and I doubt we ever will), I can say every penny I spent on this book was worth it. Sullivan talks about all kinds of media, gives examples of great campaigns (I keep my phone handy while reading so I can look them up as I go, and I recommend you do the same--it makes all the difference to see exactly what he's talking about) and tosses in plenty of usefu ...more
Kaliya
Mar 18, 2017 Kaliya rated it it was amazing
One of those books that you need to read so you know how to write.
Friends of  Linebaugh Library
Feb 24, 2011 Friends of Linebaugh Library rated it really liked it
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
Alexander Kelley
Easily one of the best books I've read on advertising. I'll keep this one in my library for some time.
Some of the reasons is that it speaks to you in the same way a good advertisement does--you'll have to read this book to figure out what I mean!

The title might not interest younger people as it refers to a TV spot from the Author's childhood. Hopefully they can change the title if there is a future reprint. I am sure there must be a new ad that's angered the Luke Sullivan in the present Ad Wor
...more
Jeff
Jul 09, 2011 Jeff rated it it was ok
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.
Tracy Zollinger
Apr 10, 2012 Tracy Zollinger is currently reading it  ·  review of another edition
I've been reading this for a copywriting class, so I'm skipping around to different chapters, but I'm really enjoying it. Sullivan's writing is clever and sometimes genuinely funny. There's great advice in here for writers and creative professionals of any stripe who want to stop procrastinating or need to take themselves less (or more) seriously.
Mahdi Nasseri
با وجود اینکه کتاب ساختار خیلی منظم و سازماندهی شده ای نداشت ولی مملو از نکات جذاب، مثال های متنوع و آموزه های مبتنی بر تجربیات حرفه ای نویسنده و نه صرفا مباحث آکادمیک بود.
ازاین لحاظ کتاب بیشتر شبیه مجموعه ای از نکات و آموزه ها بود تا یک راهکار و راه حل قابل اجرا برای اعمال خلاقیت در حوزه تبلیغات. قطعا این آموزه ها و نکات ارزش مطالعه یکبار این کتاب و تامل درباره اونها رو داره.
Tomas Ramanauskas
Passionate and sarcastic, full of great stories and anecdotes, but mostly just great tips.
Been recycled by other authors so much, yet never topped.
Read Sullivan before you read anything else (except Lois & Bernbach).
Kris
Feb 10, 2016 Kris rated it liked it
I know this is a classic, but it did get pretty repetitive (like a lot of this type of non-fiction). I hoped it would be helpful for work (I work in market research), but I'm not sure how much of it will be useful since I'm not the person actually writing the ad campaign.
Andy
Sep 15, 2014 Andy rated it liked it
Some interesting, informative, and fun anecdotes about advertising, but you can tell from the writing style that Sullivan is an ad man. He seems to be allergic to sentences that use more than a dozen or so words. Somewhat off-putting after a while.
Adam Brandt
Oct 02, 2012 Adam Brandt rated it really liked it  ·  review of another edition
The short cut to Mad Men! Love it!
Scott
Apr 03, 2008 Scott rated it did not like it
Shelves: nonfiction
This is one of these books that's supposed to be one of the best for its field, but it's a total dud. Written by a pompous jackass.
Dave
Mar 07, 2009 Dave rated it it was amazing  ·  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.
Ryan Deer
Sep 29, 2014 Ryan Deer rated it it was amazing  ·  review of another edition
Outstanding read for anyone in or looking to be in the advertising industry. Entertaining and informative!
M.i.
Nov 13, 2015 M.i. rated it it was amazing
A fantastic breakdown of advertising, written in a witty and refreshing way from one of the best copywriters to ever work in the industry.
Shannon
Mar 09, 2016 Shannon rated it it was amazing
It was the title that got me. Titles are sort of my thing. I know it’s not the suggested route in making a decision, but for me, the title has always been a dealbreaker. I mean, come on, maybe you could walk past a shelf and not notice “Hey Whipple, Squeeze This”, but me? I’m totally hooked. Who’s Whipple? What’s he squeezing? Luke Sullivan explains these questions and a hell of a lot more inside his all-inclusive guide to advertising.

Prior to reading Luke Sullivan’s “Hey Whipple, Squeeze This”
...more
Aaron Slack
Mar 05, 2017 Aaron Slack rated it it was amazing  ·  review of another edition
A Must Read for Anyone Who Does Anything With Advertising

An excellent primer to the creative aspect of advertising. A lot of important to keep in mind. I know I will.
Daniella Armstrong
Jan 18, 2016 Daniella Armstrong rated it it was amazing  ·  review of another edition
Shelves: non-fiction
It isn’t often that I read non-fiction that I truly enjoy. After getting a recommendation for this book as I had expressed interest in the subject, I can honestly say that it breaks the mold!

I had known the basics of advertising as an industry before reading this book, but Sullivan provides a well-thought out look into aspects of advertising work that I hadn’t even previously considered.

First, he leads with the commercial that gave this book its name – and as with everything later in the book, h
...more
Raina
Jan 26, 2011 Raina rated it really liked it
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
Martin Kurniadi
Jan 22, 2013 Martin Kurniadi rated it it was amazing
Shelves: writer-s-tools
I'd say this particular book is the most important tool for copywriters to read. When I was just a gloomy hot-blooded youth searching for something I really love, I stumbled into this book and eventually learn the essential and necessary world of advertising.

This book taught me aptly with such precision that can be described as a mark of a marksman, to hit the target audience sneakily from behind, where they least expect it. In this book, I saw many great ads and what lies behind it - the gut-pu
...more
Anya
Oct 09, 2009 Anya rated it really liked it
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 constantly, and he provides lots of exam
...more
Wes Locher
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 gives you insider information fro
...more
Melita
Jul 29, 2009 Melita rated it really liked it
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
Cecily Robertson
Mar 13, 2011 Cecily Robertson rated it it was amazing
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 down to re ...more
Brady
Dec 01, 2014 Brady rated it it was amazing  ·  review of another edition
One of the first books I read when I was trying to break into advertising almost 15 years ago. Overall, it still rings true though I don't have nearly the kind of career as a copywriter this book focuses on. Fifteen years later I now see the difference between the big idea, high budget, big agency side of advertising this book presents versus the very much not that side I've worked in. But it's still good. Has great helps, approaches, ticks, tricks, and ideas to spur creativity, present work, fo ...more
Taylor Trauger
My creative directors recommended I read this book as I moved from Agency Intern to Junior Copywriter. Like a true creative, it took me 7 months to finally get around to reading it. While some of the advertising advice is dated (including the praise of an offensive Phillips commercial), most of it is still incredibly helpful, especially for writers (and art directors) just getting into the advertising industry. Luke Sullivan is blunt and funny and provides a lot of great examples and tips for co ...more
Brad
Jun 30, 2010 Brad rated it liked it  ·  review of another edition
Shelves: non-fiction, creative
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 attention span of a fla
...more
Brandon Blum
Jun 15, 2015 Brandon Blum rated it it was amazing  ·  review of another edition
Shelves: advertising
"This is a great business"

Well, I'm not in it yet, so I don't know if it actually is. But this book makes me want to find out. From start to finish, this book is great. I feel like I have a way better grasp on the industry now than I did when I decided to 'buy now' on Amazon a week ago. Yeah. I read this book in less than a week. I couldn't put it down. I tried to keep my computer in front of me while I read so I could look up the examples he mentions throughout the book. Damn. I just graduated
...more
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