Hey, Whipple, Squeeze This: The Classic Guide to Creating

Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads [Read] ➵ Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads ➼ Luke Sullivan – Natus-physiotherapy.co.uk The classic and irreverent bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in th The classic and Squeeze This: eBook ✓ irreverent bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry Hey, Whipple, PDF/EPUB or But students need new guidance to ply their craft now in the digital world This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional Whipple, Squeeze This: Epub Þ television, radio, print, and outdoor adsCreativity is still king, but this new edition containsImportant new chapters and updates that bring Whipple into the new digital world New content and examples for how to use social media and other emerging platforms Illustrate what s changing in the new world of advertising and what isn tHey Whipple, Squeeze Thiswill help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.


About the Author: Luke Sullivan

Is a well Squeeze This: eBook ✓ known author, some of his books are a fascination for readers like in the Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads book, this is one Hey, Whipple, PDF/EPUB or of the most wanted Luke Sullivan author readers around the world.



10 thoughts on “Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

  1. Kressel Housman Kressel Housman says:

    Now that I m reading another book on how to break into the ad copy business, I appreciate this one all theThe 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 muchinformative, and it was funny The author illustrates his points about good advertising with concrete examples from print ads, radio scripts, etc., explaining Now that I m reading another book on how to break into the ad copy business, I appreciate this one all theThe 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 muchinformative, 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 techniques that go into creating a good ad And he also has advice about the challenges of dealing with clients and co workers the funniest part , how to build a portfolio, and even how to negotiate salary His conclusion about social interactions Here I am versus Ah, there you are is something I hope to carry beyond my professional life I received this book from one of my freelance bosses, and he said it would be better that I fully absorb the principles here than try to learnfrom other books But as the author himself recommends other books, I ll be looking into those, especially the ones on technique This book may not be the be all and end all of ad writing books, but it sure is an excellent springboard No wonder it s assigned to college students it s instructive and entertaining, just the way a good ad should be


  2. Bhavya Bhavya says:

    Brilliant


  3. Friends of Linebaugh Library Friends of Linebaugh Library says:

    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 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 of truth 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 found this to be a really absorbing no pun intended book on avoiding the cliches of advertising copywriting Great anecdotes, great writing style.There are really 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 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 flashcube I can t even begin to tell you how I loved this sentence because everyone s always ringing the fire bell about how no one has an attention span any Apparently, they never did


  4. Tom Whalley Tom Whalley says:

    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 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 alley I DIGRESS.Luke Sullivan has been working in advertising for long enough to be an expert, and it shows in the text He s filled the pages with examples of cool, and terrible, advertising, he s explained everything that makes an ad perfect and most of all, has explained what it s like to work in the industry with such love and vitriol in equal parts that has made me fall in love with this shitty, amazing, world changing monstrosity of an industry I m in love with something I haven t even worked in Yet.The only real problem with this book is that I m going to have to read sixbooks listed in the appendix That s not a real problem in and of itself, I just don t yet have the bookshelf space to fill another shelf withnon fiction books Again, yet I haven t read non fiction that s made me want to change my life to join a new industry in a while This is a great book


  5. Irene Irene says:

    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 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 useful and interesting tidbits for anyone in or trying to get in the advertising business If you re a creative in a related field, like me in graphic design , reading this book will give you all sorts of resources and ideas to make your own work better.I very much foresee this book having a place of honor on my professional bookshelf, and become very worn and ragged in the end I couldn t recommend it any higher


  6. Kaitlyn Kaitlyn says:

    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 beeffective 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 havewords explaining the ad because the viewer hastime 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 arelikely 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 arebeautiful 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 evensupport to show that the ads actually exist and are memorable and effective


  7. Kris Kris says:

    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.


  8. Tomas Ramanauskas Tomas Ramanauskas says:

    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 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


  9. Srinath Srinath says:

    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.


  10. Scott Scott says:

    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.


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