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

by Luke Sullivan

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The advertising classic Hey Whipple, Squeeze This is subtitled The Classic Guide to Creating Great Ads, and while the Fourth Edition of this well-known book doesn't exactly tell you how to create great ads (I doubt any book could), it does offer a glimpse into the mind of one of advertising's uber-copywriters -- Luke Sullivan.

Sullivan is entertaining and clever, and the book reflects his more than three decades atop the advertising heap. At points, he tries to outline a method for developing great advertising, but in the end, you read a work like this for the perspective and insight on the work and the industry, not step-by-step tutorials.

Sullivan rose through the ranks during the "Golden" age of print, so it's not surprising he focuses largely on print advertising. Fortunately, he also covers emerging online media, broadcast, etc.

In fact, the chapter on radio was a favorite, though the section about online marketing was a disappointment -- it felt like little more than a recitation of all the standard online marketing/social media hype and buzzphrases we've been subjected to the last five years.

Copywriting now covers a lot more media channels than it used to, and Sullivan cops to that in later chapters by advising readers to avoid focusing on headlines or images, concentrating instead on ideas and concepts capable of spanning almost any media channel.

Along the way, Sullivan nicely illustrates his ideas with ads (many of which you'll recognize from the award books).

A warning to the ADHD folks reading this: "Hey Whipple..." is a long book and it took me a while to plow my way through it. At times it meanders and indulges, and at one point Sullivan describes the clients/co-workers you find in the business in less-than-flattering terms. It was funny, but mostly felt more like some bizarre form of payback rather than useful information.

"Hey Whipple..." is not without its faults, but there is quality here, and for those who think being a copywriter means typing SEO articles all day long, it provides a perspective on a more rarefied aspect of the profession.

It's useful (and too long and a little too indulgent), but it's a must-read for anyone thinking of building a career in the creative universe. More-established copywriters will also find a few goodies to reflect on, and overall, making this one of the better advertising/copywriting/creativity books you'll find.
( )
  TCWriter | Mar 31, 2013 |
One of the best books about the advertising business. Not only bustling with some of the best advice about the marketing life, but it's funny as hell. ( )
  DMCrimson | Dec 29, 2008 |
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Amazon.com Product Description (ISBN 0471281395, Paperback)

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 of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

(retrieved from Amazon Mon, 30 Sep 2013 13:26:57 -0400)

(see all 3 descriptions)

"Updated to include the latest campaigns, this edition presents a real-world look at the day-to-day operations of today's ad agencies and examines the good, the bad, and the downright ugly ads the industry produces. Sullivan provides pointers, tips, and guidelines on how to write and produce ads for print, TV, radio, billboards, and more, while regaling you with hilarious war stories."--BOOK JACKET.… (more)

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