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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition Paperback – 16 Feb. 2016
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From the Back Cover
UPDATED FIFTH EDITION OF THE BEST-SELLING GUIDE NOW COVERS ALL MEDIA: DIGITAL, SOCIAL, AND TRADITIONAL
This is the nearly all-new fifth edition of Luke Sullivan's classic guide to advertising. With assistance from ad veteran and digital expert Edward Boches, this edition is updated to thoroughly cover and explore the new age of advertising. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how-to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Part how-to and part exposé, Hey Whipple, Squeeze This is the insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry.
Praise for Hey Whipple, Squeeze This
"Luke and Edward will inspire you to create ideas fit for today's digital world and help an entire industry make less spam."
--Gareth Kay, Cofounder of Chapter SF
"Classic must-read Sullivan mixed with innovation master Boches make the perfect duo. This is the book that will help guide new talent to great career starts. Required reading for a new era."
--Deborah Morrison, Carolyn Chambers Distinguished Professor of Advertising, University of Oregon
"Luke Sullivan writes 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."
--Lee Clow, Chairman and Global Director, TBWA\Worldwide
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It's genuinely useful and gives some really nice insights and guidance from a place of real experience. Unlike a lot of other books that do that, Hey, Whipple is also engaging and funny which is a merit to Luke's career as a copywriter beyond anything else.
Along with Barry's "The Advertising Concept Book" and the D&AD Copy Book, it's a sourcebook for whenever you need a method, approach, or model to break a mental logjam and restart the idea flow. I've read multiple editions and there's always something new on each read. Not merely recommended - if you're in marketing or advertising, it's required reading.
Top international reviews
- Highly repetitive (author repeats the same exact points over and over again)
- Contradictory (author contradicts himself a lot in this book)
- Author misleadingly believes that the extreme creativity will equal extreme success in sales (not once in the book the author was talking about sales or brand success in relation to the creative ad. He would only sometimes show one creative ad and say - "This ad brought a lot of sales" that was it.)
- Gossip (author includes a lot of useless chatter and his egocentric opinions about people and meaningless stuff only to make the book longer (especially noticeable in the last 100 pages where he describes evil people at great lenght and pretends to be "funny"))
Overall this feels more like a self help book that tells you - do this, do that and think positive without any serious discussion and research. The only interesting chapters were about the technology and creative ways that people use that technology.
Sullivan's way of writing is full of sarcasm and he is never predictable.