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Hey, Whipple, Squeeze This: the Classic Guide to Creating Great Ads

Luke Sullivan (Goodreads Author)

4.21 · Rating details · 4,048 ratings · 211 reviews

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Paperback, 448 pages

Published May 10th 2016 by Wiley india Pvt. Ltd (first published 1998)

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Sep 15, 2009 Kressel Housman rated it really liked it · review of another edition

Shelves: writing, non-fiction, advertising

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

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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

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Jul 24, 2018 Bhavya rated it it was amazing

Brilliant!

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Feb 24, 2011 Friends of Linebaugh Library rated it really liked it · review of another edition

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

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Mar 03, 2017 Kaitlyn rated it really liked it

This review has been hidden because it contains spoilers. To view it, click here. Hey Whipple Squeeze This by Luke Sullivan and Edward Boches is simply put a lengthy detailed guide to creating great ads and being a great advertiser. They start by introducing the concept behind the title of the book: Mr. Whipple the starring character of a famous Charmin commercial, who squeezed the Charmin pack after telling a group of women not to squeeze it. So, the title is a bit of a stab at the commercial and character by essentially saying “read this” it’s going to make better ads than Hey Whipple Squeeze This by Luke Sullivan and Edward Boches is simply put a lengthy detailed guide to creating great ads and being a great advertiser. They start by introducing the concept behind the title of the book: Mr. Whipple the starring character of a famous Charmin commercial, who squeezed the Charmin pack after telling a group of women not to squeeze it. So, the title is a bit of a stab at the commercial and character by essentially saying “read this” it’s going to make better ads than you made, which introduces the whole concept of their book, making good ads. Sullivan and Boches have two main arguments: advertising is hated by most but it can be overcome, simple ads can be more effective than detailed or fancy ones, and that each type of advertising differ in the way they need to be executed.
With their first main argument that advertising is hated by most people but it can be overcome is valid because it’s true that most people do hate advertising. It’s usually an inconvenient thing that interferes with everyday life, whether it’s interrupting your playlist, cutting in at a good point in your favorite show, filling your favorite magazine, or the annoying popup on your favorite blog. Everyone hates advertising, but they have to deal with it. The issue for advertisers is to overcome this hatred and have people look at their ads and have the idea stick to potential consumers. To do this Sullivan and Boches state that it can be overcome quite simply through catchy slogans, or short taglines. One example of a catchy slogan given in the text was a KitKat ad (page 113) where the ad wasn’t even finished, showing only part of the slogan “Have a break have a KitKat” but leaving out “break” and “KitKat”, where the slogan will still be able to be identified because it’s so common. While the ad itself was creative because it showed the ad in the process of being put on a billboard, with a ladder and a bucket leaning against it, implying that the worker putting the ad up left to go get a KitKat. Where other ads can be effective because they have short memorable tag lines such as the ad for Chick-fil-A (page 116) where “ Eat Mor Chikin” is being painted by two cows standing on the billboard platform, or the ad for Kuhn & Kuhn divorce attorneys (pg 118) where the tagline was just “OOPS” with the o’s being spelled as an engagement ring and wedding band. They supported their arguments of catchy slogans, and short taglines being memorable by explaining that these ads being simple are easier to remember, and essentially simple ads break through the clutter of everyday life.
They also argue that a simple ad could contain no to few words just a picture and the brand name somewhere on the ad or incorporated in. Two prime examples of this are the Jeep ad (page 107), where the car isn’t even shown but a boat and trailer coated in mud are, with the Jeep logo in the corner implying that a Jeep had the power to tow the boat through mud like that. The other ad being the Volkswagen ad (page 150) with an empty parking spot between a cop car and a row of motorcycles, to advertise for the new park assist feature. Throughout the book the authors support their argument by providing real life example of effective ads like the ones mentioned, and explaining how their simplicity made them effective.
Their second argument is that for ads to be effective and successful. The type of ads being used need to be taken into account, because each needs to be executed differently, but digital ads are especially unique. Therefore, it is important to learn what kind of advertising works best for each type of media. For outdoor ads, most are in the form of billboards so the need to be short, yet eye-catching and memorable or the driver and passengers of cars are not going to find the ad worthwhile because it is too hard to understand when you drive by at fast speeds, this is why simple one-word ads work best as outdoor ads. On the other hand, magazine and newspaper ads can have more words explaining the ad because the viewer has more time and opportunity and will to read the ads. While digital ads are especially unique because as they explain “digital isn’t simply a technology, or a platform, or a medium. Digital is a way of life. People live digitally. It’s an entirely new behavior, a way in which people find, watch, share and even produce the content we now call advertising”, which is entirely true, people are more likely to share the video advertisements with friends and family, that even just advertisements online can become shockingly popular to view. For example, the authors mention two video advertisements released online by Red Bull and Dove. The companies simply made a video advertisement and shared it online not even in the form of a commercial over TV. Red Bull dropped a daredevil out of a weather balloon, where all he did was sky dive not even hold up a can of the energy drink when he landed, and their video has garnered 38 million views. Dove produced a mini-documentary on how women see themselves as beautiful or not, and didn’t talk about the products Dove offers at all, only included the logo and the voiceover of “you are more beautiful than you think” and they have over 65 million views. In both of these cases the authors prove that with digital advertising you don’t need to show, or talk up your product, just show what the brand stands for and release it to the public and see how they accept and share it with the world, because like they said “Digital is a way of life”
Social Media advertisements are another unique advertising method. Since social media is where infinite connections happen, it’s important for companies to be a part of these connections. As Sullivan and Bosches explain, it’s important to “talk like a person not a corporation” and “involve users and let people cocreate”. Starbucks did this by inspiring their fans to doodle on their plain white cups and then turned them into art. They got 4,000 entries for the contest in just three weeks and earned coverage not just on the cups but the brand just because they involved their customers. They explain that it’s important to understand social media, understand urls, and hashtags learning how each individual platform works so it can appeal to the viewers and fit in with the concept of the site. They give the example of “snapchat and other new platforms, display only vertical video” so a horizontal video isn’t going to go over well on these platforms. They also support that these sites should do this because “vertical video generate nine times the views that horizontal video delivers”. They emphasizing that it’s important to know how the platform works so your ad fits without being cut off or awkward to watch. The authors supported the argument of social media ads being unique and having to know the way social media sites work by providing examples of ads that worked and the proper way to advertise on these sites. Therefore, by doing this, they effectively supported this argument.
They support these two main arguments throughout the book by continually bringing up these ideas within each chapter and each chapter differs. By showing that these ideas stay constant, it shows that these two arguments are well supported across different categories. They provide good evidence by giving examples of effective ads and explain how following the main rules of advertising helped make the ad effective. They show pictures of some of the ads that they found most effective so there is visual representation of what they are talking about; giving even more support to show that the ads actually exist and are memorable and effective.
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Feb 10, 2016 Kris rated it liked it · review of another edition

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. ...more

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Jul 31, 2018 Srinath rated it it was amazing

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.

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Apr 03, 2008 Scott rated it did not like it · review of another edition

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. ...more

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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. ...more

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Aug 27, 2019 Harley rated it it was amazing · review of another edition

Legendary guide for copywriters (and all advertising folks...and all writers). A must-read!

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Mar 18, 2017 Kaliya rated it it was amazing · review of another edition

One of those books that you need to read so you know how to write.

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Oct 09, 2009 Anya Weber rated it really liked it · review of another edition

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

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Sep 03, 2015 Alexander Kelley rated it it was amazing · review of another edition

Shelves: advertising-books-read

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

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Aug 06, 2019 Raghu Vinay rated it really liked it

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 ...more

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Jul 09, 2011 Jeff rated it it was ok · review of another edition

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. ...more

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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. ...more

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Sep 15, 2014 Andy rated it liked it · review of another edition

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.

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Oct 02, 2012 Adam Brandt rated it really liked it · review of another edition

The short cut to Mad Men! Love it!

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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!

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Nov 13, 2015 M.i. rated it it was amazing · review of another edition

A fantastic breakdown of advertising, written in a witty and refreshing way from one of the best copywriters to ever work in the industry.

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Aug 21, 2018 Chris 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! ...more

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Aug 12, 2019 Keith Bradley-Hewitt rated it it was amazing · review of another edition

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 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 a candy bar, yielding the tagline "You're not you when you're hungry" under a prominently displayed Snickers bar; A group of chickens arguing over the merits of being a french fry in order to promote Burger King's Chicken Fries; and the various antics of the Lebron family always donning their cool, Nike apparel. These creative, attention-grabbing pitches -among others - have stuck with me over the years. And though I've never had a so-called Chicken Fry, I can't remember the last time I ate a Snickers, and I wear Asics on my feet, I have certainly talked about ads like these with friends and colleagues, spreading the word for the companies and their products in the process.

As ad-man Luke Sullivan shows in "Hey Whipple, Squeeze This," It's hard to say the exact effect that an ad campaign has on a given product's sales performance; this is, after all, largely a subjective business. Nonetheless, with all of his experience in the advertising industry, Sullivan has plenty of ideas on what makes a good ad - which he highlights with plenty of examples taken from companies like Volkswagen and the Economist - as well as those on some of his most-despised ads, exemplified primarily by the series of Charmin spots featuring their notorious spokesman, Mr. Whipple.

Interestingly enough, as Sullivan points out, the Whipple ads that he rails against were actually seen as a success, with Charmin product sales growth steadily growing following commercial spots. Taking that into account, it becomes clear early on that Sullivan's main purpose for writing this book is not just to lay down the rules for how ad-men and ad-women can make their clients oodles of money through their marketing - and just to be clear, it's not not about this exactly - but more of an appreciation of advertising as a sort of art-form. A large part of this book is devoted to work that Sullivan admires, work that transcends mere salesmanship, and the kind that a copywriter could be proud to show to their friends and family.

Along with his entertaining examinations of some of the best and worst examples of what the industry has to offer, Sullivan also goes into greater depth on the best strategies with which to approach different forms of media, gives readers some sense of the culture one might expect at an ad agency and the various characters that inhabit such places, and even offers some advice for those interested in breaking into the industry. To use a cliche that would probably make a seasoned ad-man like Sullivan roll his eyes, this is one of those books that "shows how the sausage is made," so to speak.

With that in mind, I would say that this text is a vital resource for anyone in the advertising business, anyone interested in the possibility of working in this field one day, or anyone - such as myself - who just plain admires a creative ad campaign. For those who don't count themselves among these classes of people, I would still not hesitate to recommend this book anyways. I think that nearly anyone can find value in the enthusiasm and - especially - humor to be found in Sullivan's writing. This book is seriously funny! ...more

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Sep 03, 2020 Victor Volpe rated it really liked it · review of another edition

Very solid and engaging read. Highly recommended to all my friends that are in the advertising business or manage commercial communication (either for their own companies or as marketing professionals). I can undoubtedly say this was the best book on creative advertising I've ever read and it could easily be a 5 stars if it wasn't for some minor flaws.

Why is it this good? Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration.

I usually think Very solid and engaging read. Highly recommended to all my friends that are in the advertising business or manage commercial communication (either for their own companies or as marketing professionals). I can undoubtedly say this was the best book on creative advertising I've ever read and it could easily be a 5 stars if it wasn't for some minor flaws.

Why is it this good? Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration.

I usually think books on advertising spend too much explaining the creative process as “the magical moment during shower when everything makes sense”. This one was different. Although Luke Sullivan clearly states that creativity can't be learnt and indeed some AHA moments happen, he also values the techniques and processes that creative people apply to get to a big idea. Incessant writing, reference hunting, studying the client... everything adds up to generate a good idea.

He also puts a lot of weight on strategy, which is the fundamental piece for a good and effective creative. At the end, advertising is art in service of business, and a lot of other advertising books tend to forget the work only exists to help someone solve a business issue.

For those 2 points alone I could praise this book for a long time. Add on top the amazing examples from award winning campaigns and the clever analogies (the one that compares advertising to give a pill to a dog is by far the best I've seen on this business) and this read is a time very well spent.

I'd say the book only fails to wrap up earlier. The last 3 chapters seem important, but are too long and trying to summarize something that is learnt by experience rather than by study. One can read 10 classics on "How to present creative work" and still fail to do it for lack of practice. So, although it makes sense to cover them, I personally would have been much shorter on the recommendations to avoid repetition and boring the reader.

Overall, that's a very good experience. Whoever enjoys advertising will have a delightful time and surely will put this up in the ranks of good advertising books. Even for those that don't, it is a fun read to understand how the messages we see everyday are crafted.
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Oct 18, 2020 Lohith Ramachandra rated it really liked it · review of another edition

This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing.

My notes from the book.

Love this quote

The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally.

The ingredients for most ...more

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Aug 14, 2017 Steven Lam rated it liked it · review of another edition

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 ...more

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Apr 05, 2021 Laura Lumbers rated it it was ok · review of another edition

This book is praised as one of the best introductory readings for new ad people, and I understand why. The book is packed with tricks, tips, and life lessons from the ad world. That being said...

The book is packed with tangents and redundant quotes that remind me of a college student trying to reach a word count and show that they "read the material" in an essay. Sullivan fills a good quarter of the book with pretentious quotes from various friends or ad people that just reiterate what Sullivan ...more

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Jul 25, 2017 Heather Sinclair rated it really liked it · review of another edition

Shelves: this-will-help-me-out

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 ...more

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Dec 20, 2017 Ravi Warrier rated it really liked it · review of another edition

Shelves: non-fiction, marketing, advertising

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 ...more

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Nov 25, 2018 Abdelhamid K. 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 ...more

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Aug 04, 2020 Jarmaine Alcantara rated it really liked it · review of another edition

The book is a classic! What I love about this book is that it gave names to the elements of advertising I usually encounter. I enjoy the simplicity and the friendly writing style that it has, it is obviously written by an advertiser. My favorite part would be the Truth + Conflict = Story because of the examples he gave. I also tried making one for my own brand and the formula was effective to make the creative process flow. It's a good book in it's entirety however, since it's an old one, there ...more

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