Hey, Whipple, Squeeze This: A Guide to Creating Great Ads by Luke SullivanIn 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 todays 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.
Top 5 Books For Creatives
Hey, Whipple, Squeeze This by Edward Boches, Luke Sullivan
Sixteen years ago, an eccentric young man me started classes at a small vocational school in Minneapolis to learn how to be an advertising copywriter. At the same time, many other people in school and in ad agencies were studying the book closely. It helped form the intellectual foundation upon which our careers were built. The latest includes a couple chapters on digital and social media written by Edward Boches, a longtime New England-based creative director who now teaches at Boston University. Ad pros have to be productive every day, do great work, meet deadlines, make presentations, play well with co-workers, and impress clients. Often under pressure in a viciously competitive industry.
By Emalynn Books March 15, Introductions do not come much more compelling than when three well-known product mascots fall victim to a sniper on the very first page. Irritating and lazy, ads featuring these characters have caused huge increases in sales, but that is not the only measure of an ad. Hey Whipple is packed with tips and instructions for creating print, radio, television, interactive, online ads and integrated campaigns. As someone not more interested in avoiding advertising than creating it, I was reluctant to read this book- but it was accessible, irreverent, and just plain funny. My favorite parts of Hey Whipple dealt with the question of how to reach an audience that hates you.
Our monthly book club is a fun way to stop, breath, and enjoy each other's company. We also get in some quality peer learning. Sullivan draws on a depth of knowledge gathered over nearly two decades of experience in the industry and a dictionary full of wise words from advertising legends and contemporaries alike. A few of the chapters television and radio seem a little out of place in an interactive agency, but ultimately every chapter of the book had some valuable thoughts on the creative process. From a business perspective, Hey Whipple is definitely worth reading; however, I'd like to touch upon the broader value of the book -- learning how to think creatively. This is a point Sullivan drives home again and again.
I like his book.
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Is this a great job or what? As an employee in an agency creative department, you will spend most of your time with your feet up on a desk working on an idea. Across the desk, also with his feet up, will be your partner—in my case, an art director. And he will want to talk about movies. In fact, if the truth be known, you will spend a large part of your career with your feet up talking about movies. The brief is approved, the work is due in two days, the pressure's building, and your muse is sleeping off a drunk behind a dumpster somewhere and your pen lies useless.
In the reading, Luke Sullivan introduces himself in the first chapter. I enjoyed seeing his life story it is somehow connected to my life. He seems never to give and keep on going. Other than that, through Luke Sullivan I got an insight view of Mr. Whipple, he reminds more of the KFC guy, but with toilet papers..
Books, Audiobooks and Summaries. If you are anything like me, whenever you hear or read about advertising , your mind wanders to Mad Men: a group of creative geniuses whose days are filled with drinks, parties, and affairs, who still get the time to come up with the idea that will blow the mind of their client. However, advertising is a lot more complicated and chaotic than that. You have to cope with products, partners, clients and above all ideas. Ideas are not that easy to come by, you know. Especially when you need to think of a way to use the simplest form and words and say everything there is to say in only 30 seconds. The title comes from the unconventional Charmin Toilet Paper campaign in the 70s, which revolved around an annoying shop clerk — Mr.