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

4.20  ·  Rating details ·  3,833 ratings  ·  194 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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Charles Metcalfe Yes, plenty. He uses some great examples; quite a few of my favourite ads were sourced from this book. Despite being non-fiction, I found it quite a p…moreYes, plenty. He uses some great examples; quite a few of my favourite ads were sourced from this book. Despite being non-fiction, I found it quite a page-turner.(less)

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 ·  3,833 ratings  ·  194 reviews

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Kressel Housman
Sep 15, 2009 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
Jul 24, 2018 rated it it was amazing  ·  review of another edition
Friends of  Linebaugh Library
Feb 24, 2011 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
Tom Whalley
Jan 31, 2014 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
Jan 22, 2015 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
Mar 03, 2017 rated it really liked it  ·  review of another edition
This review has been hidden because it contains spoilers. To view it, click here.
Feb 10, 2016 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.
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).
Jul 31, 2018 rated it it was amazing  ·  review of another edition
A gripping book on creativity (read ad tactics). Relevant, even to digital marketers; remember, “Digital isn’t a medium. It’s a way of life”.
Great advices for an advertiser.
Must read for any marketer.
Apr 03, 2008 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.
Mar 07, 2009 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.
Aug 27, 2019 rated it it was amazing
Legendary guide for copywriters (and all advertising folks...and all writers). A must-read!
Mar 18, 2017 rated it it was amazing
One of those books that you need to read so you know how to write.
Anya Weber
Oct 09, 2009 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
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
Raghu Vinay
Aug 06, 2019 rated it really liked it  ·  review of another edition
I loved the first half of the book, where I could find some really interesting campaigns and useful tips to create such ads. The writing style is engaging throughout the book.

It got a bit dry towards the final quarter of the book, with the repeated examples and content being more skewed to copywriters.

I would have enjoyed more if Luke could have also explored the advertising from the consumer perspective, (Like how 2 different ads can influence up the perception of the product in the consumers
Jul 09, 2011 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 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.
Sep 15, 2014 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 rated it really liked it  ·  review of another edition
The short cut to Mad Men! Love it!
Ryan Deer
Sep 29, 2014 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!
Nov 13, 2015 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.
Aug 21, 2018 rated it it was amazing  ·  review of another edition
Shelves: nonfiction
I've been enjoying this book, but life got in the way and I ran out of library renewals. I will finish this!
Keith Bradley-Hewitt
Aug 12, 2019 rated it it was amazing
Call me crazy, but I've always sort of enjoyed ads. Yes, I recognize that the vast majority of them are ploys by companies to persuade me and other potential customers to buy something that we probably don't need, and that perhaps I've been brainwashed by the constant bombardment of commercials I've been subject to over my lifetime. But I still can't help but get a kick out of an inspired marketing campaign.

An angry Joe Pesci magically transforms into a mild-mannered party-goer with one bite of
Steven Lam
Aug 14, 2017 rated it liked it
I’m nowhere near the advertisement field, but I am curious about the ways in which ads gets and holds people’s attention enough to persuade them to do something. In a humorous, honest, and clear manner, the author explains the creative techniques and thinking that goes behind the makings of great ads. He elaborates on the challenges and successes that he has experienced from working in the business.

I think the first few chapters of the book are very entertaining and provide a nice glimpse into t
Heather Sinclair
Jul 25, 2017 rated it really liked it
Aimed at marketing/advertising professionals, this book was interesting to me even though I am neither.

Note: After googling "whipple" I actually understood more of where this book was coming from. Don't worry if you don't know what this is - the first part of the book is like a short history of advertising and you'll learn all about Mr. Whipple squeezing the Charmin.

This book is written exclusively about advertising, but the concepts can be easily applied to any kind of message you're trying t
Ravi Warrier
Dec 20, 2017 rated it really liked it
Hey Whipple is a book that I happened to borrow from someone I met at an Ad agency. What started out as a read-while-I-wait book, became a book that I could not put down.

Hey Whipple is a book that is aimed at advertisers and creatives, but as someone who's neither, I still found the book interesting and eye-opening.

I would recommend everyone - advertisers, clients, individuals who are trying to make a mark of their own brand to read this book. There's something (almost everything) in it for eve
Abdelhamid K.
Nov 25, 2018 rated it it was amazing  ·  review of another edition
This is how I like my books, the right amount of informative, entertaining and sarcastic.
Luke Sullivan knows his stuff! He includes all the media outlets and how to effectively produce proper advertising for each of them, with examples of successful campaigns from each of them.
I knew a tad about the whole advertising field, but this book does a great job to introduce you to how all the gears work, from clients and the account people, the creative process, the dull and scary meetings, to broadcas
Avishek Kataria
Jun 15, 2019 rated it really liked it
For an advertising guy, it is a must read. It gives you a lot of insights and strategies on creating great ads, and also gives knowledge on how the industry works and how you can create a career in advertising. For a brand manager, the first 60 percent of the book is must read, it will enhance your knowledge and mindset on brand communication and advertising.
Andrew Elsass
Dec 11, 2018 rated it it was amazing
This was fantastic and a lot of the advice within is applicable far beyond just advertising. Also, props to the author for writing something so thorough but that also avoids repeating itself the way many in the genre do.
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