Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition

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The overall quipiness of the book is infectious and I found myself transfixed while Sullivan explored agency secrets and tips. I found this to be a really absorbing (no pun intended) book on avoiding the cliches of advertising copywriting.

With winters raging outside and the father raging within, it is their mother’s protection that allows the boys to have a wildly fun, thoroughly dysfunctional time growing up. Luke Sullivan and Edward Boches, the co-authors of “Hey Whipple, Squeeze This,” share their expertise as veteran ad men for over 30 years. They support these two main arguments throughout the book by continually bringing up these ideas within each chapter and each chapter differs. Some of the reasons is that it speaks to you in the same way a good advertisement does--you'll have to read this book to figure out what I mean!Maybe I've been watching too much "Mad Men" lately, but I decided to take a copywriting class, and our teacher chose this as our primary textbook. I usually think books on advertising spend too much explaining the creative process as “the magical moment during shower when everything makes sense”. Sullivan discusses his own job as an ad man and jokingly states that he spent many hours at his desk staring at his partner’s shoes.

It's the story of growing up with my five brothers in a big dark house in Minnesota back in the '50s and '60s. I've worked in Creative departments such as Lowe, Grey, and I set up the Leith Agency in Scotland so I kind of know what it takes to work in this sector.It’s the story of six boys growing up in a great dark house in Minnesota, as the father – a respected surgeon – goes slowly insane.

is an 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. Interestingly enough, as Sullivan points out, the Whipple ads that he rails against were actually seen as a success, with Charmin product sales growth steadily growing following commercial spots. 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.Starbucks did this by inspiring their fans to doodle on their plain white cups and then turned them into art. The last 3 chapters seem important, but are too long and trying to summarize something that is learnt by experience rather than by study. Taking that into account, it becomes clear early on that Sullivan's main purpose for writing this book is not just to lay down the rules for how ad-men and ad-women can make their clients oodles of money through their marketing - and just to be clear, it's not not about this exactly - but more of an appreciation of advertising as a sort of art-form.

This book may not be the be-all-and-end-all of ad writing books, but it sure is an excellent springboard. Hey Whipple" is a brilliant resource for anyone with an interest in breaking into the advertising industry. Now that I'm reading another book on how to break into the ad copy business, I appreciate this one all the more.

By using the Web site, you confirm that you have read, understood, and agreed to be bound by the Terms and Conditions. I'd recommend this book to anyone in advertising, marketing and business or just looking for a good read. To use a cliche that would probably make a seasoned ad-man like Sullivan roll his eyes, this is one of those books that "shows how the sausage is made," so to speak. The best book on advertising ever written, bar none, and the latest update is more than a nod to new digital trends: social media and the changing business of advertising takes up at least a third of the book, and the other two-thirds are edited to suit.