Hey Whipple Squeeze This Pdf Might Not Be Displayed
The classic guide to creating great advertising now covers all media: Digital, Social, and TraditionalHey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns. Work effectively in all media channels.
Avoid the kill shots that will sink any campaign. Protect your work.
Succeed without selling outToday's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact.
Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work. Related Resources.
PREFACE VIIINTRODUCTION: ON BEING THE SECOND-SMARTEST PERSON IN THE ROOM. IXCHAPTER 1 A Brief History of Why Everybody Hates AdvertisingAnd why you should try to get a job there.
1CHAPTER 2 The Creative ProcessOr, Why it’s impossible to explain what we do to our parents. 17CHAPTER 3 Ready Fire! AimOr, What to say comes before how to say. 31CHAPTER 4 The Sudden Cessation of StupidityHow to get ideas—the broad strokes. 47CHAPTER 5 Write When You Get WorkCompleting an idea—some finer touches. 79CHAPTER 6 The Virtues of SimplicityOr, Why it’s hard to pound in a nail sideways.
105CHAPTER 7 Stupid, Rong, Naughty, and ViralGetting noticed, getting talked about. 121CHAPTER 8 Why Is the Bad Guy Always More Interesting?Storytelling, conflict, and platforms. Brennenstuhl pm 230 manually. 143CHAPTER 9 Zen and the Art of Tastee-PuftOr, Managing time, energy, panic, and your creative mind. 155CHAPTER 10 Digital Isn’t a Medium, It’s a Way of LifeAds, media, content, and customers—they’ve all gone digital. 171CHAPTER 11 Change the Mindset, Change the Brief, Change the TeamDigital work means the end of “us and them.” 183CHAPTER 12 Why Pay for Attention When You Can Earn It?Or, Advertising so interesting, people go out of their way to see it.
197CHAPTER 13 Social Media Is the New Creative PlaygroundIt seems like a free-for-all, but there are some basic guidelines. 219CHAPTER 14 How Customers become Customers in the Digital AgeBe findable, be present, be everywhere. 233CHAPTER 15 Surviving the Digital TsunamiOr, How to be a one, not a zero. 247CHAPTER 16 In the Future, Everyone Will Be Famous for 30 SecondsSome advice on telling stories visually. 259CHAPTER 17 Radio Is Hell, but It’s a Dry HeatSome advice on working in a tough medium. 271CHAPTER 18 Only the Good Die YoungThe enemies of good ideas. 299CHAPTER 19 Pecked to Death by DucksPresenting and protecting your work.
327CHAPTER 20 A Good Book. Or a CrowbarWhat it takes to get into the business. 357CHAPTER 21 Making Shoes versus Making Shoe CommercialsIs this a great business, or what?
393SUGGESTED READING 403NOTES 407BIBLIOGRAPHY 417ALSO BY LUKE SULLIVAN 421ACKNOWLEDGMENTS 423ABOUT THE AUTHOR 425INDEX 427.
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 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. Now that I'm reading another book on how to break into the ad copy business, I appreciate this one all the more. The one I'm reading now is called, and it reads like a hyped-up get-rich-quick book for writers. Hey Whipple, Squeeze This was much more informative, and it was funny. The author illustrates his points about good advertising with concrete examples from print ads, radio scripts, etc., explaining Now that I'm reading another book on how to break into the ad copy business, I appreciate this one all the more.
The one I'm reading now is called, and it reads like a hyped-up get-rich-quick book for writers. Hey Whipple, Squeeze This was much more informative, and it was funny. The author illustrates his points about good advertising with concrete examples from print ads, radio scripts, etc., explaining precisely why they are so effective. Then he explains the creative techniques that go into creating a good ad. And he also has advice about the challenges of dealing with clients and co-workers (the funniest part), how to build a portfolio, and even how to negotiate salary. His conclusion about social interactions - 'Here I am' versus 'Ah, there you are' - is something I hope to carry beyond my professional life.I received this book from one of my freelance bosses, and he said it would be better that I fully absorb the principles here than try to learn more from other books. But as the author himself recommends other books, I'll be looking into those, especially the ones on technique.
This book may not be the be-all-and-end-all of ad writing books, but it sure is an excellent springboard. No wonder it's assigned to college students; it's instructive and entertaining, just the way a good ad should be.
Yes, I know its an advertising book and you may not have any interest in reading it if you are not in this field, BUT I loved it! You might be surprised at what you learn about the most popular ad campaigns from the 20th century. Luke Sullivan is an exceptional advertiser and writer who writes the way he speaks. I'd recommend this book to anyone in advertising, marketing and business or just looking for a good read. Reads almost like a novel, except it's a How-to mixed with memoir and it's full Yes, I know its an advertising book and you may not have any interest in reading it if you are not in this field, BUT I loved it!
You might be surprised at what you learn about the most popular ad campaigns from the 20th century. Luke Sullivan is an exceptional advertiser and writer who writes the way he speaks. I'd recommend this book to anyone in advertising, marketing and business or just looking for a good read. Reads almost like a novel, except it's a How-to mixed with memoir and it's full of truth! There were some clever ads analyzed, but my favorite part of the book was in the beginning with the author reminiscing how much he was irritated by certain tv spots.
I found this to be a really absorbing (no pun intended) book on avoiding the cliches of advertising copywriting. Great anecdotes, great writing style.There are really two ways to look at this book. You can say it's outdated because the advertising landscape has drastically changed in the past 12 years. Or you can say that it doesn't matter because an art form's foundation never changes. I lean towards the latter.
Here's a perfect example:'I don't think people read body copy. 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.' I can't even begin to tell you how I loved this sentence because everyone's always ringing the fire bell about how no one has an attention span anymore. Apparently, they never did! I've been considering a career change; thanks to talking to a few people involved in the ad game, apparently I've been setting myself up for working as a copywriter for years already without knowing it.
After reading this book, I completely agree; this sounds like it is so far up my alley I don't know how I didn't trip over it stumbling out of my terrible apartment in this hypothetical world where I live in a terrible apartment and jobs are physical things that can trip you as you leave the I've been considering a career change; thanks to talking to a few people involved in the ad game, apparently I've been setting myself up for working as a copywriter for years already without knowing it. After reading this book, I completely agree; this sounds like it is so far up my alley I don't know how I didn't trip over it stumbling out of my terrible apartment in this hypothetical world where I live in a terrible apartment and jobs are physical things that can trip you as you leave the alley I DIGRESS.Luke Sullivan has been working in advertising for long enough to be an expert, and it shows in the text. He's filled the pages with examples of cool, and terrible, advertising, he's explained everything that makes an ad perfect and most of all, has explained what it's like to work in the industry with such love and vitriol in equal parts that has made me fall in love with this shitty, amazing, world-changing monstrosity of an industry.
I'm in love with something I haven't even worked in. Yet.The only real problem with this book is that I'm going to have to read six more books listed in the appendix. That's not a real problem in and of itself, I just don't yet have the bookshelf space to fill another shelf with more non-fiction books.
I haven't read non-fiction that's made me want to change my life to join a new industry in a while. This is a great book. I love this book! It was assigned as the textbook for my Writing for Broadcasting class, and even though we haven't touched the book in class (and I doubt we ever will), I can say every penny I spent on this book was worth it. Sullivan talks about all kinds of media, gives examples of great campaigns (I keep my phone handy while reading so I can look them up as I go, and I recommend you do the same-it makes all the difference to see exactly what he's talking about) and tosses in plenty of I love this book!
It was assigned as the textbook for my Writing for Broadcasting class, and even though we haven't touched the book in class (and I doubt we ever will), I can say every penny I spent on this book was worth it. Sullivan talks about all kinds of media, gives examples of great campaigns (I keep my phone handy while reading so I can look them up as I go, and I recommend you do the same-it makes all the difference to see exactly what he's talking about) and tosses in plenty of useful and interesting tidbits for anyone in or trying to get in the advertising business.
If you're a creative in a related field, like me (in graphic design), reading this book will give you all sorts of resources and ideas to make your own work better.I very much foresee this book having a place of honor on my professional bookshelf, and become very worn and ragged in the end. I couldn't recommend it any higher. This review has been hidden because it contains spoilers. To view it,Hey Whipple Squeeze This by Luke Sullivan and Edward Boches is simply put a lengthy detailed guide to creating great ads and being a great advertiser.
They start by introducing the concept behind the title of the book: Mr. Whipple the starring character of a famous Charmin commercial, who squeezed the Charmin pack after telling a group of women not to squeeze it.
So, the title is a bit of a stab at the commercial and character by essentially saying “read this” it’s going to make better ads than Hey Whipple Squeeze This by Luke Sullivan and Edward Boches is simply put a lengthy detailed guide to creating great ads and being a great advertiser. They start by introducing the concept behind the title of the book: Mr. Whipple the starring character of a famous Charmin commercial, who squeezed the Charmin pack after telling a group of women not to squeeze it. So, the title is a bit of a stab at the commercial and character by essentially saying “read this” it’s going to make better ads than you made, which introduces the whole concept of their book, making good ads.
Sullivan and Boches have two main arguments: advertising is hated by most but it can be overcome, simple ads can be more effective than detailed or fancy ones, and that each type of advertising differ in the way they need to be executed.With their first main argument that advertising is hated by most people but it can be overcome is valid because it’s true that most people do hate advertising. It’s usually an inconvenient thing that interferes with everyday life, whether it’s interrupting your playlist, cutting in at a good point in your favorite show, filling your favorite magazine, or the annoying popup on your favorite blog. Everyone hates advertising, but they have to deal with it.
The issue for advertisers is to overcome this hatred and have people look at their ads and have the idea stick to potential consumers. To do this Sullivan and Boches state that it can be overcome quite simply through catchy slogans, or short taglines. One example of a catchy slogan given in the text was a KitKat ad (page 113) where the ad wasn’t even finished, showing only part of the slogan “Have a break have a KitKat” but leaving out “break” and “KitKat”, where the slogan will still be able to be identified because it’s so common. While the ad itself was creative because it showed the ad in the process of being put on a billboard, with a ladder and a bucket leaning against it, implying that the worker putting the ad up left to go get a KitKat. Where other ads can be effective because they have short memorable tag lines such as the ad for Chick-fil-A (page 116) where “ Eat Mor Chikin” is being painted by two cows standing on the billboard platform, or the ad for Kuhn & Kuhn divorce attorneys (pg 118) where the tagline was just “OOPS” with the o’s being spelled as an engagement ring and wedding band. They supported their arguments of catchy slogans, and short taglines being memorable by explaining that these ads being simple are easier to remember, and essentially simple ads break through the clutter of everyday life.They also argue that a simple ad could contain no to few words just a picture and the brand name somewhere on the ad or incorporated in. Two prime examples of this are the Jeep ad (page 107), where the car isn’t even shown but a boat and trailer coated in mud are, with the Jeep logo in the corner implying that a Jeep had the power to tow the boat through mud like that.
The other ad being the Volkswagen ad (page 150) with an empty parking spot between a cop car and a row of motorcycles, to advertise for the new park assist feature. Throughout the book the authors support their argument by providing real life example of effective ads like the ones mentioned, and explaining how their simplicity made them effective.Their second argument is that for ads to be effective and successful. The type of ads being used need to be taken into account, because each needs to be executed differently, but digital ads are especially unique. Therefore, it is important to learn what kind of advertising works best for each type of media.
For outdoor ads, most are in the form of billboards so the need to be short, yet eye-catching and memorable or the driver and passengers of cars are not going to find the ad worthwhile because it is too hard to understand when you drive by at fast speeds, this is why simple one-word ads work best as outdoor ads. On the other hand, magazine and newspaper ads can have more words explaining the ad because the viewer has more time and opportunity and will to read the ads.
While digital ads are especially unique because as they explain “digital isn’t simply a technology, or a platform, or a medium. Digital is a way of life. People live digitally. It’s an entirely new behavior, a way in which people find, watch, share and even produce the content we now call advertising”, which is entirely true, people are more likely to share the video advertisements with friends and family, that even just advertisements online can become shockingly popular to view. For example, the authors mention two video advertisements released online by Red Bull and Dove. The companies simply made a video advertisement and shared it online not even in the form of a commercial over TV.
Red Bull dropped a daredevil out of a weather balloon, where all he did was sky dive not even hold up a can of the energy drink when he landed, and their video has garnered 38 million views. Dove produced a mini-documentary on how women see themselves as beautiful or not, and didn’t talk about the products Dove offers at all, only included the logo and the voiceover of “you are more beautiful than you think” and they have over 65 million views. In both of these cases the authors prove that with digital advertising you don’t need to show, or talk up your product, just show what the brand stands for and release it to the public and see how they accept and share it with the world, because like they said “Digital is a way of life”Social Media advertisements are another unique advertising method. Since social media is where infinite connections happen, it’s important for companies to be a part of these connections. As Sullivan and Bosches explain, it’s important to “talk like a person not a corporation” and “involve users and let people cocreate”. Starbucks did this by inspiring their fans to doodle on their plain white cups and then turned them into art.
They got 4,000 entries for the contest in just three weeks and earned coverage not just on the cups but the brand just because they involved their customers. They explain that it’s important to understand social media, understand urls, and hashtags learning how each individual platform works so it can appeal to the viewers and fit in with the concept of the site. They give the example of “snapchat and other new platforms, display only vertical video” so a horizontal video isn’t going to go over well on these platforms. They also support that these sites should do this because “vertical video generate nine times the views that horizontal video delivers”. They emphasizing that it’s important to know how the platform works so your ad fits without being cut off or awkward to watch. The authors supported the argument of social media ads being unique and having to know the way social media sites work by providing examples of ads that worked and the proper way to advertise on these sites. Therefore, by doing this, they effectively supported this argument.They support these two main arguments throughout the book by continually bringing up these ideas within each chapter and each chapter differs.
By showing that these ideas stay constant, it shows that these two arguments are well supported across different categories. They provide good evidence by giving examples of effective ads and explain how following the main rules of advertising helped make the ad effective. They show pictures of some of the ads that they found most effective so there is visual representation of what they are talking about; giving even more support to show that the ads actually exist and are memorable and effective. 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'm so glad she did. 'Hey Whipple' is a brilliant resource for anyone with an interest in breaking into the advertising industry.Sullivan's a man with a mission: to teach writers how to craft ads that are effective and benefit-driven, while also creative, witty, and elegant. His humor and humanity shine through constantly, and he provides lots of 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'm so glad she did. 'Hey Whipple' is a brilliant resource for anyone with an interest in breaking into the advertising industry.Sullivan's a man with a mission: to teach writers how to craft ads that are effective and benefit-driven, while also creative, witty, and elegant. His humor and humanity shine through constantly, and he provides lots of examples of classic ad campaigns, especially from print magazines (those 1960s VW ads are still drool-worthy, even today).' Hey Whipple' was published in 1998, so there isn't much discussion of the impact of the Internet on ad culture.
But Sullivan's principles for making excellent ads feel like they were true 50 years ago and will still be true 50 years from now.Highly recommended for anyone studying copywriting, advertising, or marketing. I loved the first half of the book, where I could find some really interesting campaigns and useful tips to create such ads. The writing style is engaging throughout the book.It got a bit dry towards the final quarter of the book, with the repeated examples and content being more skewed to copywriters.I would have enjoyed more if Luke could have also explored the advertising from the consumer perspective, (Like how 2 different ads can influence up the perception of the product in the consumers I loved the first half of the book, where I could find some really interesting campaigns and useful tips to create such ads. The writing style is engaging throughout the book.It got a bit dry towards the final quarter of the book, with the repeated examples and content being more skewed to copywriters.I would have enjoyed more if Luke could have also explored the advertising from the consumer perspective, (Like how 2 different ads can influence up the perception of the product in the consumers mind).Overall it's a insightful read for advertisers and marketers (First half). Easily one of the best books I've read on advertising. I'll keep this one in my library for some time.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!The title might not interest younger people as it refers to a TV spot from the Author's childhood. Hopefully they can change the title if there is a future reprint.
I am sure there must be a new ad that's angered the Luke Sullivan in the present Ad Easily one of the best books I've read on advertising. I'll keep this one in my library for some time.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!The title might not interest younger people as it refers to a TV spot from the Author's childhood. Hopefully they can change the title if there is a future reprint. I am sure there must be a new ad that's angered the Luke Sullivan in the present Ad World. 'Hey Old Spice guy, smell this'. Call me crazy, but I've always sort of enjoyed ads. Yes, I recognize that the vast majority of them are ploys by companies to persuade me and other potential customers to buy something that we probably don't need, and that perhaps I've been brainwashed by the constant bombardment of commercials I've been subject to over my lifetime.
But I still can't help but get a kick out of an inspired marketing campaign.An angry Joe Pesci magically transforms into a mild-mannered party-goer with one bite of Call me crazy, but I've always sort of enjoyed ads. Yes, I recognize that the vast majority of them are ploys by companies to persuade me and other potential customers to buy something that we probably don't need, and that perhaps I've been brainwashed by the constant bombardment of commercials I've been subject to over my lifetime. But I still can't help but get a kick out of an inspired marketing campaign.An angry Joe Pesci magically transforms into a mild-mannered party-goer with one bite of a candy bar, yielding the tagline 'You're not you when you're hungry' under a prominently displayed Snickers bar; A group of chickens arguing over the merits of being a french fry in order to promote Burger King's Chicken Fries; and the various antics of the Lebron family always donning their cool, Nike apparel. These creative, attention-grabbing pitches -among others - have stuck with me over the years. And though I've never had a so-called Chicken Fry, I can't remember the last time I ate a Snickers, and I wear Asics on my feet, I have certainly talked about ads like these with friends and colleagues, spreading the word for the companies and their products in the process.As ad-man Luke Sullivan shows in 'Hey Whipple, Squeeze This,' It's hard to say the exact effect that an ad campaign has on a given product's sales performance; this is, after all, largely a subjective business.
Nonetheless, with all of his experience in the advertising industry, Sullivan has plenty of ideas on what makes a good ad - which he highlights with plenty of examples taken from companies like Volkswagen and the Economist - as well as those on some of his most-despised ads, exemplified primarily by the series of Charmin spots featuring their notorious spokesman, Mr. Whipple.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. 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. I’m nowhere near the advertisement field, but I am curious about the ways in which ads gets and holds people’s attention enough to persuade them to do something. In a humorous, honest, and clear manner, the author explains the creative techniques and thinking that goes behind the makings of great ads. He elaborates on the challenges and successes that he has experienced from working in the business.I think the first few chapters of the book are very entertaining and provide a nice glimpse into I’m nowhere near the advertisement field, but I am curious about the ways in which ads gets and holds people’s attention enough to persuade them to do something.
In a humorous, honest, and clear manner, the author explains the creative techniques and thinking that goes behind the makings of great ads. He elaborates on the challenges and successes that he has experienced from working in the business.I think the first few chapters of the book are very entertaining and provide a nice glimpse into the advertisement world.
However, past those initial chapters, the book seemed to drag on and didn’t really provide much more important insights. There were also some contradictory information, for example, “Do adds for real stuff do great ads for boring products”, or “Don’t underestimate yourself don’t over estimate yourself”.I disagree with the author’s notion that “focus group as a research process is unscientific”. Focus groups, when done well, can provide useful information, not just for crafting a strategy but execution of strategies. Despite the limitations to using focus groups, as the author well highlighted, there are also important benefits, including ensuring relevance and resonance to the target group, along with clarity of the messages.
Before you run any ad, that could potential reach many people, it is crucial to do some pretesting and get initial feedback, whether it be through focus groups or another method.Overall, I liked this book, and would recommend the earlier chapters to those that are interested in the advertisement world or interested in how to influence people. Aimed at marketing/advertising professionals, this book was interesting to me even though I am neither.Note: After googling 'whipple' I actually understood more of where this book was coming from. Don't worry if you don't know what this is - the first part of the book is like a short history of advertising and you'll learn all about Mr. Whipple squeezing the Charmin.This book is written exclusively about advertising, but the concepts can be easily applied to any kind of message you're trying Aimed at marketing/advertising professionals, this book was interesting to me even though I am neither.Note: After googling 'whipple' I actually understood more of where this book was coming from. Don't worry if you don't know what this is - the first part of the book is like a short history of advertising and you'll learn all about Mr.
Whipple squeezing the Charmin.This book is written exclusively about advertising, but the concepts can be easily applied to any kind of message you're trying to get across. A discussion of the good, the bad, and the ugly from the advertising world is pretty interesting and (at times) hilarious.The writing is approachable, and the self-deprecation of the author makes it super fun to read. Honestly, I laughed out loud some times, and not just because of the anecdotes from working in the (apparently kooky) advertising industry.Recommended for people who want to get into advertising, want to understand advertising, or are just plain interested in what makes their brain want to buy stuff. Hey Whipple is a book that I happened to borrow from someone I met at an Ad agency. What started out as a read-while-I-wait book, became a book that I could not put down.Hey Whipple is a book that is aimed at advertisers and creatives, but as someone who's neither, I still found the book interesting and eye-opening.I would recommend everyone - advertisers, clients, individuals who are trying to make a mark of their own brand to read this book. There's something (almost everything) in it for Hey Whipple is a book that I happened to borrow from someone I met at an Ad agency.
Hey Whipple Squeeze This Pdf Might Not Be Displayed Lyrics
What started out as a read-while-I-wait book, became a book that I could not put down.Hey Whipple is a book that is aimed at advertisers and creatives, but as someone who's neither, I still found the book interesting and eye-opening.I would recommend everyone - advertisers, clients, individuals who are trying to make a mark of their own brand to read this book. There's something (almost everything) in it for everyone. This is how I like my books, the right amount of informative, entertaining and sarcastic.Luke Sullivan knows his stuff! He includes all the media outlets and how to effectively produce proper advertising for each of them, with examples of successful campaigns from each of them.I knew a tad about the whole advertising field, but this book does a great job to introduce you to how all the gears work, from clients and the account people, the creative process, the dull and scary meetings, to This is how I like my books, the right amount of informative, entertaining and sarcastic.Luke Sullivan knows his stuff! He includes all the media outlets and how to effectively produce proper advertising for each of them, with examples of successful campaigns from each of them.I knew a tad about the whole advertising field, but this book does a great job to introduce you to how all the gears work, from clients and the account people, the creative process, the dull and scary meetings, to broadcasting the final result.5/5, a good read.