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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, by Luke Sullivan, Edward Boches
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The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional
Hey 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 out
Today'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.
- Sales Rank: #9450 in Books
- Published on: 2016-02-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.10" w x 6.00" l, 1.34 pounds
- Binding: Paperback
- 448 pages
Review
"The writing is very informal and easy to understand. �The authors' wit and humor are also on display. �Anyone interested in learning how to write copy for advertisements should read this book." (Choice Connect 2016)
From the Back Cover
UPDATED FIFTH EDITION OF THE BEST-SELLING GUIDE NOW COVERS ALL MEDIA: DIGITAL, SOCIAL, AND TRADITIONAL
This is the nearly all-new fifth edition of Luke Sullivan's classic guide to advertising. With assistance from ad veteran and digital expert Edward Boches, this edition is updated to thoroughly cover and explore the new age of advertising. As the authoritative book on advertising in both digital and traditional media, it includes examples, best practices, and how-to advice on everything from social media to mobile, TV, experiential advertising, as well as traditional print media. Part how-to and part expos�, Hey Whipple, Squeeze This is the insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry.
Praise for Hey Whipple, Squeeze This
"Luke and Edward will inspire you to create ideas fit for today's digital world and help an entire industry make less spam."
—Gareth Kay, Cofounder of Chapter SF
"Classic must-read Sullivan mixed with innovation master Boches make the perfect duo. This is the book that will help guide new talent to great career starts. Required reading for a new era."
—Deborah Morrison, Carolyn Chambers Distinguished Professor of Advertising, University of Oregon
"Luke Sullivan writes 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."
—Lee Clow, Chairman and Global Director, TBWA\Worldwide
Additional material on heywhipple.com
About the Author
Most helpful customer reviews
2 of 2 people found the following review helpful.
Whipple it good!
By Clayton Hove
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).
2 of 2 people found the following review helpful.
The best edition yet
By Gareth Kay
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.
1 of 1 people found the following review helpful.
Best squeeze yet-
By David Esrati
Lee Clow endorses this book on the back cover.
I can't say anything that eclipses that. If you don't know who Lee Clow is- you probably shouldn't be in advertising, but, that's OK- after you read this book- you should be fully prepared- and know who Lee Clow is.
If you are in advertising, or in school learning about advertising, or a feckless client trying to learn how to advertise- buy this book.
Full disclaimer, my name is in the fifth edition- and I host and tweaked the website [...] for Luke, so he's a client, and he pays me- but, I'd recommend the book anyway. I did for the first 4 editions- and no money changed hands.
How good is this book? If my college professor had me read this instead of the shitty textbook put out by some PhD- I'd have been winning awards and making my clients money so much faster. But, unfortunately, I had to wait years for Luke to graduate from being in "The Copywriters Bible" to actually writing it....
at least the book I make every one in my small agency read as terms of their employment. I don't only insist employees read it, that goes for interns as well. And after years of asking clients to read it too- I finally had one read it- and felt like I was working on an account destined for a new level of greatness- because, well, a real understanding of the craft and science of advertising sure helps the creative process along.
I've read each edition. This one, with the additional chapters from Edward Boches, once again succeeds in explaining everything you need to know in order to create the 5% of advertising that matters- that engages, entertains, sells- as opposed to the 95% that was created for the TiVo skip button or adblockers on your browser.
While this book won't turn you into Lee Clow, Luke Sullivan, Alex Bogusky, Dan Wieden, David Droga or even me- it will help you know what good advertising is and how some of the greats have made it.
And, you'll enjoy reading it- because Luke writes good ;-)
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