Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
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- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-09-08 07:53:02
- Update Date：2025-09-06
- Status：finish
- Author：Luke Sullivan
- ISBN：1119164001
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
The classic guide to creating great advertising now covers all media: Digital， Social， and Traditional Hey Whipple， Squeeze This has helped generations of young creatives make their mark in the field。 From starting out and getting work， to building successful campaigns， you gain a real-world perspective on what it means to be great in a fast-moving， sometimes harsh industry。 You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets， and you'll learn more about the value of authenticity， simplicity， storytelling， and conflict。
Advertising is in the midst of a massive upheaval， and while creativity is still king， it's not nearly enough。 This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer。
Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all， and they're less likely than ever to even notice your masterpiece of art and copy， let alone internalize it。 Your job is to craft a piece that rises out of the noise to make an impact。 Hey Whipple， Squeeze This provides the knowledge to create impressive， compelling work。
Advertising is in the midst of a massive upheaval， and while creativity is still king， it's not nearly enough。 This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer。
Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all， and they're less likely than ever to even notice your masterpiece of art and copy， let alone internalize it。 Your job is to craft a piece that rises out of the noise to make an impact。 Hey Whipple， Squeeze This provides the knowledge to create impressive， compelling work。
Reviews
Jimmy F。 Peak
，
This book is genius。 Luke Sullivan in 4oo pages perfectly outlines the best techniques and creative ambition needed to make it in the advertising industry。 The overall quipiness of the book is infectious and I found myself transfixed while Sullivan explored agency secrets and tips。 I found my favorite chapter to be the penultimate one where Sullivan goes over how to enter into the business full of tips on interviews， portfolio setup， and job hunting。 Throughout the book， there are print ads show This book is genius。 Luke Sullivan in 4oo pages perfectly outlines the best techniques and creative ambition needed to make it in the advertising industry。 The overall quipiness of the book is infectious and I found myself transfixed while Sullivan explored agency secrets and tips。 I found my favorite chapter to be the penultimate one where Sullivan goes over how to enter into the business full of tips on interviews， portfolio setup， and job hunting。 Throughout the book， there are print ads showcasing a point that Sullivan was talking about。 I loved the added layers of depth this provided and I look forward to using it as a creative tool in the future。 Overall I loved this book and would recommend it to anyone going into the creative field that is the idea industry。 。。。more
Apolonia Wielgus
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Great advice for those just starting out in the Advertising business！ I love the cheeky tone that makes this book so engaging。 Really interesting and relevant real world examples of successful ads， and what strategies to follow to create similar ones。
Kaspars Staškevičs
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Still， one of the best books on "how to wash a pig"， i。e。 think creative advertising concepts， from 0 to hero。 It does not get old。 No matter the age you live in， you still have to have a creative idea to make something out of nothing。 And L。 Sullivan does a wonderful job explaining the nodes of creative mechanics。 And apart from the fact that its the best intro/ or reminder you can get about how to do creative advertising， its also quite entertaining。 Still， one of the best books on "how to wash a pig"， i。e。 think creative advertising concepts， from 0 to hero。 It does not get old。 No matter the age you live in， you still have to have a creative idea to make something out of nothing。 And L。 Sullivan does a wonderful job explaining the nodes of creative mechanics。 And apart from the fact that its the best intro/ or reminder you can get about how to do creative advertising， its also quite entertaining。 。。。more
Diptakirti Chaudhuri
，
If you're in advertising， have you read this book already or are reading it now？If you're in marketing， have you bought all your agency partners this book？Yup， it's that important。 If you're in advertising， have you read this book already or are reading it now？If you're in marketing， have you bought all your agency partners this book？Yup， it's that important。 。。。more
Stephanie
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Love this book！ It’s witty， concise， inspiring and just a delight to read。 Originally recommended by my copywriting teacher in college， this is my second time reading all the way through。 Although a bit outdated now， the insights are still relevant and inspiring for anyone already in， or looking to be in， the ad business。
Kristine
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Gives you good fundamentals but needs a dire update with the way marketing works right now
Wojciech Matuła
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Zauważyłem jedną zasadę。 Copywriterzy oprócz tekstów reklamowych potrafią pisać również świetne książki。 Świetnie się to czyta， książka jest lekka， ma mnóstwo mądrego， czarnego humoru。 Jedna z lepszych lektur w tym roku。
Laura Lumbers
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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 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 said in the paragraph above it。 It's a slog to read through when every other paragraph starts with "[Author] of [Book you'll never read] said [quote that adds little value to the reading]"。 It makes the pacing odd and the reading feel repetitive。The book could easily be half as long and convey the same amount of information。 There are sections of this book that that go on for paragraphs to express the importance of being concise in your writing （ironic）。 Where one to two sentences suffice， Sullivan writes two to three paragraphs， peppering in obscure and dated references that younger readers likely wouldn't understand or relate to （I know some went over my head）。This book is good if you skim it。 Most of the idea is communicated in the subtitle for each section。 。。。more
Jenna
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This was mostly really well done and hilarious。 The preface had me laughing out loud。 However， I'm knocking off a star because it's time to take the racist radio ad out of the book。 It's not "political correctness" to think anti-Asian sterotypes （"Phirrips"） aren't funny， and I'm sure this example could be easily replaced。 This was mostly really well done and hilarious。 The preface had me laughing out loud。 However， I'm knocking off a star because it's time to take the racist radio ad out of the book。 It's not "political correctness" to think anti-Asian sterotypes （"Phirrips"） aren't funny， and I'm sure this example could be easily replaced。 。。。more
Miguel Silva
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Great book on advertising and writing for ads。Here's my process while reading the book:- the first third of the book: this is a great book！- the second third: wow， this is really amazing！- the final third: this part isn't as good。Still， the book on its whole is amazing and deserves the 5 stars。 It's as if after eating a wonderful meal， you were offered a delicious chocolate ice cream。 Don't like chocolate？ Well that's fine， you've already had a wonderful meal！Highly recommended for people wantin Great book on advertising and writing for ads。Here's my process while reading the book:- the first third of the book: this is a great book！- the second third: wow， this is really amazing！- the final third: this part isn't as good。Still， the book on its whole is amazing and deserves the 5 stars。 It's as if after eating a wonderful meal， you were offered a delicious chocolate ice cream。 Don't like chocolate？ Well that's fine， you've already had a wonderful meal！Highly recommended for people wanting to get into copywriting and advertising。 。。。more
Dave Irwin
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I cannot praise this book enough。 Funny， engaging， full of actual industry knowledge。 Hey Whipple， Squeeze This is a book I will go back and reference again and again。
Alyssa Anderson
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Funny -- and I learned so much about the ad business！ The version I had was a little older， but this is still a must-read for anyone considering the field。
Andy Thomas
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One of the few genuinely valuable handbooks for marketers。 If only CDs felt the same。
Lauren Cibene
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One of the most important and formative books I've ever read as a marketer。 I'm marking it as 'read' so I can review it but the truth is I haven't truly finished it because I keep going back and REREADING it。 That's how good it is。 One of the most important and formative books I've ever read as a marketer。 I'm marking it as 'read' so I can review it but the truth is I haven't truly finished it because I keep going back and REREADING it。 That's how good it is。 。。。more
Clark McCaskill
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This easily could have been condensed to 200 pages or less。 There were some really good nuggets in here but I think I’ll stick to e-books when it comes to advertising。 This industry is rapidly accelerating so by the time any ad book hits the printers， much of it is obsolete。 Still， I found advice for print ads to be applicable for display/social and radio ads to be relevant for podcasts。
anita
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i speedread the second-most recent edition of this for a paper， so that might have tinted my experience。。。 the humor made it somewhat bearable， even if the advice didn't always feel applicable。 still a pretty worthwhile read， all things considered？？ if not for the copy advice， then for the insight into agency work lmao i speedread the second-most recent edition of this for a paper， so that might have tinted my experience。。。 the humor made it somewhat bearable， even if the advice didn't always feel applicable。 still a pretty worthwhile read， all things considered？？ if not for the copy advice， then for the insight into agency work lmao 。。。more
Sandeep
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A good introductory book to advertising filled with great examples of the craft from the past。 As someone who runs an agency， I learned more from sections that talked about client servicing and managing expectations。https://www。sandeepkelvadi。com/market。。。 A good introductory book to advertising filled with great examples of the craft from the past。 As someone who runs an agency， I learned more from sections that talked about client servicing and managing expectations。https://www。sandeepkelvadi。com/market。。。 。。。more
Lohith Ramachandra
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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 quoteThe 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 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 quoteThe 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 viral campaigns;Provide social currencyConnect to a trigger/relevant rtmTap into emotionMake it publicTell a story that gets easily passed on Quote 2: Don't come up with advertising ideas， come up with ideas worth advertising。For creating content follow the rule of thirdsOne third from other sources that your community will find useful。One third a celebration of your communitys contentOne third about the brand。Quote 3:On social media helping beats selling。 Give more than you get as a brand。 A few great campaigns to watch look atTweet and shoot BNP ParibasNba instant replayAlzheimer's and Facebook in NetherlandsCoke zero SlideShareHeineken and CoachellaMercedes insta carDominos pizza turn aroundLexus filtered through instagramChipotle - back to the start videoVolvo - Epic split videoAudi's perfect dayDominos tweet and ring s bell in 30 minsMaddens gifferatorCarlton draught beer commercials Using the 3 act structure for writing effective tvc adsFirst scene conflict is already evident。 Also evident at a glance is a backstory about who these people are and how things got this way。Things get weird it tense or complicated because of some challenge to the characters。Finally it's resolved in an unexpected way and the characters have changed because of it 。 。。。more
Matteo Arnesano
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I find it， with “The Adverticing Concept Book” of Pete Berry （from which also the author took something）， one of the best books about advertising。
Brenton Friday
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To get into the ad business do you need a good book or a crowbar？Start with a good book。 Start with this one。
Victor Volpe
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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。 。。。more
Felix Arris
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This was recommended to me as an overview of an industry and proved to be exactly that。 Sullivan’s writing is humorous， informative， and incredibly engaging。 I would recommend it to anyone in advertising as well as those interested in creativity at large
Jarmaine Alcantara
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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 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 are parts that wouldn't be effective now。 It was a great read for me！ 。。。more
Tatiana
，
Awesomely informative and inspiring。 If you're looking to break into advertising and don't know where to start or just want some plain ol' good advice， read this。 Awesomely informative and inspiring。 If you're looking to break into advertising and don't know where to start or just want some plain ol' good advice， read this。 。。。more
Joe Nahme
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Best book on creativity。 hard creativity strategies。 i don't even work in Advertising。 but this book is amazing。 Best book on creativity。 hard creativity strategies。 i don't even work in Advertising。 but this book is amazing。 。。。more
Burak Sert
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I'll re-read somr pages periodically。 Thank you so！ I'll re-read somr pages periodically。 Thank you so！ 。。。more
Noé
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Great insight into creating advertisements that influence people。
Thai Food
，
Good
Forevermorro
，
Me gustó， en especial los capítulos que hablan sobre anuncios， creatividad， ideas， storytelling y escritura。 Los apartados que hacen referencia al mundo digital pueden parecer ya desactualizados y las experiencias personales del autor no las sentí tan relevantes。
Caio Turbiani
，