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

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

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.

I wish I'd negotiated a deal with Luke Sulivan (the author) I would be very well off. I can't tell you how many times I've told potential students to my Advertising course at Edinburgh Napier to get this book. It's funny, accurate and extremely readable. I always say to a new candidate, "..before you accept my offer to come on the course, buy this book. If you like it, you'll love this course" It is the best introduction anyone can have to advertising and everything is true. 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. Take note fellow academics who think you know what advertising is about. This is actually what it's like.

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.

Doesn't get any better than this. 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. It's not so much a book as an insight into the mind of a great adman, and works in conjunction with the heywhipple website VERY well.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.

By Peggy DiacoLuke Sullivan and Edward Boches, the co-authors of “Hey Whipple, Squeeze This,” share their expertise as veteran ad men for over 30 years. This textbook is full of the authors’ wisdom, wit, and sarcasm making it enjoyable to read as well as educational.Starting from the 1950s and working their way up to the present technical age, Sullivan and Boches impart important lessons of the advertising world. They teach the reader how to determine what works and what does not when creating an ad. I am older, probably close to the age of both authors, and I could relate to all the historical ads they discussed. The book begins with a funny Preface serving as a good introduction to the changing techniques of advertising and marketing.Mr. Whipple of Charmin toilet tissue fame is the inspiration of the book title and the book itself. Their reasoning is that although the Whipple/Charmin commercials were irritating, The ad sold lots of toilet paper for Procter and Gamble.“To those who defend the campaign based on sales, I ask, would you also spit on the table to get my attention?”They describe the era when TV was a new way of capturing people’s attention. Advertisements did not have to be creative, just repetitive. Audiences of the past did not have remote controls to turn the channel; they had to get up off the couch, walk to the TV set, and manually turn the channel. Literally, a captive audience.A man named Bill Bernbach broke the mold by putting creativity into the ads. He said, “It’s not just what you say that stirs people. It’s the way you say it.” Bill Bernbach is revered by the authors for his Volkswagon commercials. They admired his way of downplaying the product yet making it shine. This is their model of creativity. Sullivan sums it all up by inferring that even though repetition is annoying and creativity is more pleasing to watch, there are no set rules for successful ad creation. Success comes with practice and the ad person will determine which works better for them.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. His advice is to study not only the brand, but the business behind the brand. Once you visualize the whole picture of the product and its competitors, the creativity will flow.“You’ll learn about the business of business by studying the operation of hundreds of different kinds of enterprises.”Honesty, not gimmicks work as people will see through a gimmick in the long run. Sullivan advises getting into the customer’s head “Every chance you get to listen to what customers are saying, take it.”Sullivan states, “The good focus groups are the ones the customers are doing for free online every day.The emotional connection of a product is also discussed. Find the “it” factor. The inner truth of a product that makes it shine and stand out from competitors’ products.“Find the central truth about the brand and about the whole category – The central human truth.” Sullivan states that really studying the product, writing ideas down, thinking outside the box, will eventually lead to a flow of ideas. He states that, “It’s a workbench. Write. Keep writing. Don’t stop.” Find what is outstanding, “Don’t go for an –er…go for an –est.”A good product will advertise itself. Sullivan calls this premise “idea-as-press-release. In this modern age of technology, there are many ways to expose a product. If you create something outrageous that really strikes a nerve with the consumer, they will share it online or Tweet about it. “The client doesn’t necessarily want you to make an ad. What they want you to do is make something so interesting people lean in to see what it is.” Sullivan advises to be very careful that your ad is not offensive or it will turn people away. For example an ad that I found outrageous and funny that my husband found offensive was the “Jingle Bells” commercial for Joe Boxer and K-Mart that was aired a few years ago. It featured men in boxer shorts with bells attached to the crotch area. The men played jingle bells by shaking those bells. Every time the commercial came on, my husband would change the channel. I thought it was funny and so did a lot of other people as the ad was shared on Facebook. But many people also found that ad offensive and subsequently K-Mart went out of business. Sullivan and Boche want you to understand what makes a product good or great. Promote the greatness and people will help you by sharing the commercial.Consumers can share commercials, but they can also skip them. People are no longer captive audiences as they once were. Now we have remote, recording, and fast forward options. Commercials need to be so good that people do not want to go past them. The ads also need to sneak in places like Facebook or in-between games like Words With Friends and even place them imperceptibly as props in movies. Sullivan writes that, “Today it’s not so much about making digital advertising as it is about making advertising for a digital world.” By using and manipulating digital tools to help promote a product, you can reach a wider audience. If your ad goes “viral” there will be millions of “hits,” which is essentially free advertising.Radio advertising is a difficult medium to use as people are not a captive audience. Sullivan and Boches advise, “You want your listener to immediately get what is going on, and your first five seconds is the place to make sure this happens.” Personally, I find that many radio advertisements go back to the repetitive and annoying commercial like the Charmin commercials of old. The hook with these commercials is the catchy little jingles you can’t get out of your head.Overall, Hey Whipple, Squeeze This is a wonderful book to read for a basic understanding of many aspects of marketing and advertising. Sullivan and Boches have been around for decades and know their stuff.

Dice qué es lo que hay que hacer, pero no como. Si tienes experiencia es básico, y para el que no tenga no le va a decir cómo trabajar. Lo único bueno, alguno de los ejemplos. No es una buena guía para aprender.

It’s not a typical handbook to copywriting but it’s a book which will make you skilled and understanding enough about the myriad aspects of true creative copy. It has numerous case studies which is the best way to learn any subject. As cherry on the top all the video of the commercials discussed have a bit.ly url suffix for enhanced learning experience.

Good book

Llegó en excelentes condiciones y antes de lo esperado. Las hojas son muy delgadas pero el precio lo vale.