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

Reading the reviews and also the references I found to this book in other books -- my expectations were higher than the book delivered. I think this book is geared for High School students -- who will never seriously take the actions to become a professional copywriter. It does have some good information, up front of the book -- but the rest of the material, in my opinion, is the methods, suggestions and techniques that have caused great damage in regards to Advertising and Advertising Agencies. An agency, it's employees, and especially it's copywriters and creative directors have a 'fiduciary responsibility' to their Client's and the results they produce for their clients. If you're main concern in this industry is to produce 'awards' from peer's -- to stroke your Ego -- instead of stroking the profits and strengths for the brands you work for -- you're in the wrong business. This book, it seems, would lead you with suggestions to stroke your Ego and go for the awards -- rather than doing the best work that your client's are paying you to produce.

This was recommended to me by another marketer. Honestly, I love how it details agency life with accuracy but it's a bit of a boring read overall. Didn't keep my interest, which kind of defeats the purpose of a book about advertising/marketing.

As an author, I dabble in marketing to get my work known. Reading this book was a glimpse into the world of advertising creatives and gave me some great ideas on everything from television and radio to online web experiences for customers. This book is brilliantly written in an engaging style that will make you forget this is non-fiction. Couldn't recommend this book more highly.

I didn't think this classic book on how to concept, create and execute advertising could get any better. What Edward Boches added to Sullivan's brilliantly thought out how-to was something I thought would be almost impossible: to guide, illuminate and understand today's incredibly complex and ever changing digital world and capture it between the covers of a book. I would recommend this for anyone wanting to enter the field of advertising and marketing. I would especially recommend it for anyone who's been in the field for years and wants to catch up.

Simply put, this is the most important book on advertising you will ever read.(I owned the first edition way back in the late 90s and it was so good that somebody stole it.)So much has been updated in this fifth edition that I consider it a sequel/reboot, but in a very good way. It’s essential to those working on either the creative or account side of the biz, and written in Human English instead of Buzzspeak so you can actually get something out of what you’re reading.“Hey, Whipple…” is truthfully a trade triumph.If you work in advertising, you need this book (but please, buy a copy rather than steal one).

Significant update to an already much appreciated book. The new chapters covering how the world of digital fits into the existing framework are excellent and a significant reason to upgrade from the 4th edition as I did.I can now say with confidence - if in marketing, advertising, or related fields - buy this book. Its the foundational text on areas of creative development including work in the online realm. Don't go for earlier editions; this is enough of a difference that it should be 5th edition only.

This book has been rightly, for some time, the most practical guide to making ads. And the 5th edition is the best yet thanks to a brilliant section from Edward Boches on how digital is transforming creativity. Rather than the usual myopic view of digital as a channel, Edward looks at how digital is transforming the nature of business and therefore transforming how creative companies need to think and what they make. Highly readable and highly recommended.

Love this book . Very straight and very informative . I feel like if Luke was sitting beside me and guided me . Very enjoyable .

Being in the advertising industry has ups and downs, especially in the early days. Now that roller coaster of hope and disappointment might actually just be the adult experience, but this book has allowed me to pretend otherwise - at least for a little bit.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.<3 Luke

This is not the book that will blow your mind on creating ads, but it's still a good book and a worthwhile read for anyone in the world of advertising.

Whether you're looking to break in or in already, this book will either lay some important foundations or remind you of some of the most essential principles and keys to being a good, interested creative.

This book is awful in many ways. It is:- 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.

By far one of the best ad books ever written. This is my 3rd copy... Updated edition. And I was lucky I got it at a steal considering I paid 1500 for the 2nd edition 6 years ago. This one is written with the digital medium in mind. Luke Sullivan is one of the most celebrated copywriters ever and one of the reasons I became one - he's one of the guys who's in the copy book and has redefined advertising over his long career. He is also the person who introduced me to Bill Bernbach - the father of modern advertising. This book changed my life, and keeps doing it every time I read it. Perfect for anyone who wants to get into the business. Blindly go for it. A sure keeper.