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Hey, Whipple, Squeeze This!: A Guide to Creating Great Ads (Adweek Magazine Series)
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Average customer review:
Product Description
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.
Product Details
- Amazon Sales Rank: #178635 in Books
- Published on: 2003-04-15
- Original language: German
- Number of items: 1
- Binding: Paperback
- 288 pages
Editorial Reviews
Review
" this book makes a great read…I feel like a better ad designer now ...!" (TamsPalm blog, September 2006)
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.
Dan G. Wieden, Wieden & Kennedy
"Luke Sullivan knows the business and writes about it with ... gentle wit and insight." (Dan G. Wieden, Wieden & Kennedy
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). We know advertising works in many different ways and this book looks at advertising only through the author's personal lense. This is not to say it's a useless book, as the experience and insights of the author are great and in many cases very funny, but the buyer should not think this is a textbook.
Personally, I think the book brings to life many of the classic "ad world" stereotypes. It reflects a grand era of advertising where TV was the central medium and how creative success was judged (a mindset still prevalent in some agencies today). Not surprisingly, the book peakes in Chapter 5 (it's about TV advertisng), but afterwards its quality of insights and humour diminish rapidly. Most of my colleagues could not finish the book after that.
While some of the principles presented in the book are still relevant today, the book seems to ignore the current state of affairs in the marketing and advertising world.
So, would I recommend it? Yes. Just don't take it too seriously.
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. You will be thrown out for laughing too hard.
If all education was as entertaining as this we would be a nation of geniuses. Well done LS, if anyone thinks advertising is souless, I point them in your direction.
Simultaneously entertaining and informative
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.
