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 I loved this book and would recommend it to anyone going into the creative field that is the idea industry. For those who don't count themselves among these classes of people, I would still not hesitate to recommend this book anyways. No wonder it's assigned to college students; it's instructive and entertaining, just the way a good ad should be.

Although Luke Sullivan clearly states that creativity can't be learnt and indeed some AHA moments happen, he also values the techniques and processes that creative people apply to get to a big idea. 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. 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. 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.We made a series of videos to help students and juniors get jobs in the industry and maybe do better work. Whipple the starring character of a famous Charmin commercial, who squeezed the Charmin pack after telling a group of women not to squeeze it. I found this to be a really absorbing (no pun intended) book on avoiding the cliches of advertising copywriting.

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. You′ll get authoritative advice and guidelines on creating great ideas for both digital and traditional media, all while Sullivan regales you with hilarious industry war stories.I mean creating tools to use them in virtual reality, in social media or on the Internet in general. The author illustrates his points about good advertising with concrete examples from print ads, radio scripts, etc.

You can change your choices at any time by visiting Cookie preferences, as described in the Cookie notice. It’s the story of six boys growing up in a great dark house in Minnesota, as the father – a respected surgeon – goes slowly insane.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. However, on the first pages of the book he gives an example of advertising, which everyone hated, but whose product, at the same time, everyone bought.

His conclusion about social interactions - "Here I am" versus "Ah, there you are" - is something I hope to carry beyond my professional life. Luke Sullivan and Edward Boches, the co-authors of “Hey Whipple, Squeeze This,” share their expertise as veteran ad men for over 30 years. 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 last part of the book is devoted to such issues as protection of advertising materials created for the client.

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. By using the Web site, you confirm that you have read, understood, and agreed to be bound by the Terms and Conditions. Luke Sullivan just released his second book, titled "Thirty Rooms To Hide In: Insanity, Addiction and Rock 'n' Roll in the Shadow of the Mayo Clinic. The new sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. I very much foresee this book having a place of honor on my professional bookshelf, and become very worn and ragged in the end.