- Paperback: 272 pages
- Publisher: John Wiley & Sons (11 Mar 1998)
- Language English
- ISBN-10: 0471293393
- ISBN-13: 978-0471293392
- Product Dimensions: 22.4 x 15.2 x 2 cm
- Average Customer Review: 4.5 out of 5 stars See all reviews (34 customer reviews)
- Amazon Bestsellers Rank: 459,561 in Books (See Top 100 in Books)
- See Complete Table of Contents
Hey, Whipple, Squeeze This
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More About the Author
Product Description
Tom McElligott, co-founder, Fallon McElligott
In an advertising world filled with glib, fast-talking 'experts' more adept at arranging lunch that writing ads, Luke Sullivan is the exception. Here, at last, is a step-by-step primer for anyone interested in writing effective, powerful, breakthrough ads.
Lee Clow, Chairman, TBWA Chait/Day, Chief Creative Officer, Worldwide
Luke Sullivan writes just about as relevant an advertising read as you can get. It's a perfect lesson in advertising for newcomers - and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession.
Inside This Book
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First Sentence
I GREW UP POINTING A FINGER-GUN at Mr. Whipple. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
I GREW UP POINTING A FINGER-GUN at Mr. Whipple. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
First I must declare no professional interest - I write as a consumer of advertising rather than a producer and, as such, have long been intrigued by what goes into it.
I purchased this book to learn something of the inner workings of a mysterious trade. Not only does it serve to shed considerable light upon that, but the easy, readable style ensures that it also scores highly as bedtime-reading. Unless I'm just weird, of course.
There is no good justification for an advertisement or campaign to be mediocre; this book - by suggestion and example - demonstrates that advertising, when approached with style, wit and finesse, can be intelligent and entertaining - to the benefit of both Client and Consumer (not to mention the creators!). I recommend it highly.
2 of 2 people found the following review helpful
Format:Paperback
I can't believe the hacks who were somehow offended by this book. Mr. Sullivan has attained a level of skill at his craft that most of us only dream of. This book is informative, entertaining, and should be on the shelf of everyone in advertising - creatives, account guys, and (please God) CLIENTS. They could certainly learn something here.
As for the comment from "lone dissenter" about wasting our talents because we're not writing novels or plays-we are, buddy. But advertising pays the bills until you make it in that world. And as long as you're working in advertising, you're cheating your employer, your client and yourself if you don't strive to be the best you can. Bad advertising sells. Good advertising sells better. It's the guys in suits who jerk great campaigns off the air when results can't be measured in 6 months that make this business difficult. (Not to mention the guys who won't approve a smart campaign in the 1st place.)
Bottom line? If you're in advertising, or want to be, read this book. And save all this philosophy crap for a newsgroup.
1 of 1 people found the following review helpful
Format:Paperback
This is one of the most enthusiastic, easy to read books on advertising I've seen. I wish I'd had it when I was starting out as a Jr. Copywriter 10 years ago. Sullivan strikes me very much as a creative purist so you have to take that into account as you read. (Because whether you hate Whipple or not, he sold a lot of toilet paper!) Nonetheless, this book is perfect for the junior writer or artist who needs to learn the business and the creative process. Extra perfect for the suits that routinely strangle our admittedly brilliant ideas. The ad examples are actually current and relevant. I'm only about half way through the book and I can hardly wait to pass it around the office.
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Most Recent Customer Reviews
A funny read.
I think the true value of this book is its entertainment, rather than the educational aspect of the book (which is what the title suggests). Read more
Published on 1 Aug 2008 by Mr. J. M. Ginebra Serrabou
Worth it for one page alone...
This book contains the funniest written joke of all time. If you see this in a bookshop or library whatever you do, do NOT turn to the section about escaping meetings. Read more
Published on 23 Sep 2007 by Apollyoneum
it wont cure cancer
it wont cure cancer but what it does do is give you an amazingly accurate insight into the creative process. Read more
Published on 11 Jan 2000
it wont cure cancer
it wont cure cancer but what it does do is give you an amazingly accurate insight into the creative process. Read more
Published on 11 Jan 2000
One of the best books on Advertising.
It really described what we all go through in the business.
Published on 7 Sep 1999
Marvelous, inspiring material for creatives
Great book!! As a copywriter from Argentina, I could completely relate to the stories and examples Mr. Sullivan is giving. Read more
Published on 27 July 1999
It was much better than Cats. I'll read it again and again.
I read Mr. Sullivan's book about how to create great ads, but I still suck. Don't hold that against Sullivan, though. Read more
Published on 11 July 1999
the best ad book out there
The "lone voice of dissent" from 6/26/98 is a bitter time bomb waiting to go off. I feel sorry for you. You'll never work at Wieden.
Published on 5 July 1999
Love it.
I'm a hack and I love the book. I thought the cover needed a snipe though.
Published on 30 Jun 1999
"hey, what can I say?"
Lukes book is great . . . but geez, chill out . . just because one person out of 30 gives it a diss doesn't mean they're a hack . . . but then again . . .
Published on 22 Jun 1999
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