Rating: 
Summary: What a blast!
Review: Sullivan has written a really good book: witty, insightful, and informative, with a dose of self-deprecation. But most of all, it's laugh-out-loud-I-can-barely-breathe funny. I particularly liked the opening scene involving the teddy bear in the Snuggles laundry detergent ads. (Let's face it, that damned bear had it coming). When I wasn't splitting my sides, I was plotting ways to enter the field. How can I get a piece of the action? I'm a book editor in my early 30s with a few years' marketing copywriting and freelance journalism experience. So far I've found that trying to get into the advertising business as a copywriter is even harder than talking a 19-year old blonde virgin into bed. Though certainly not as fun, I'm sure the end result is just as rewarding. For us non-industry folks, the ad-making process can seem pretty daunting. But Sullivan explains everything in a clear, engaging manner that made me want to sit down and start working. He's an inspiring writer. The word in advertising circles is that younger professionals now entering the business are mere "concept creatives" who lack the traditional skills of the copywriting craft and don't understand what advertising is all about. As a more experienced copywriter-to-be trying to get into the field, I wholeheartedly agree. One possibly solution-if you're an ad agency executive unhappy with your writers' skill levels-would be to get them to read this title. Or better yet, you could hire an aspiring copywriter who already has read and taken to heart the lessons contained in this excellent book.
Rating:
Summary: Can't wait to read it again!
Review: This is an extremely entertaining read from an obviously brilliant creative writer. I actually laughed out loud many times! I think one reason I found this book so enjoyable is that it is written with such a common-sense approach to advertising. It's so easy to follow his line of thinking, even for a novice, and yet has so much to offer even a seasoned professional. What a master of speaking to a broad audience! I am an Art Director, so I greatly appreciated Sullivan's sensitivity to our particular problems. I was especially amused by the section about clients who always want their logo to be bigger, bigger, even bigger than the page on which it is printed. I'm so relieved to know it's not just me this is happening to. In short, this is an amazing read: quick and easy, yet so full of knowledge and insight. I finished it about a week ago and I definitely plan to re-read it as soon as my husband gets done with it. I can't recommend it highly enough!
Rating:
Summary: If you only read one advertising book, THIS is it!
Review: If you're only going to read one advertising book, this is the book to read. Smart, funny, inspiring and let's not forget Mr. Whipple.
Rating:
Summary: What a blast!
Review: This is a fun book: witty, insightful, and informative, with a dose of self-deprecation. But most of all, it's laugh-out-loud-I-can-barely-breathe funny. I particularly liked the opening paragraphs involving Snuggles, the irritatingly cute teddy bear in the fabric softener ads. (Let's face it, that damned bear had it coming). I read this book in a few hours. When I wasn't laughing, I was plotting ways to enter the field. How can I get a piece of the action? I'm a book editor with a few years' marketing copywriting and freelance journalism experience. But so far I've found that getting into the advertising business as a junior copywriter is even harder than talking a 19-year old blonde virgin into bed. It's a struggle, I know, but the rewards are just as great. For us non-industry folks, the ad-making process can seem pretty daunting. But Sullivan explains everything in a clear, engaging manner that made me want to sit down and start working. It's an inspiring read. Speaking of inspiring, curiously Sullivan makes no mention of David Ogilvy, one of the all-time advertising greats (and who started his career as a copywriter at age 39). From what I hear, the word in advertising circles is that younger professionals now entering the business are mere "concept creatives" who lack the traditional skills of the copywriting craft and don't understand what advertising is all about. Good copywriting has given way to sight gags and the banalities of the dumbed-down MTV generation. As a more experienced copywriter-to-be trying to get into the field, I wholeheartedly agree. One possibly solution-if you're an ad executive or client unhappy with your creatives' ideas-would be to get them to read this excellent book. Or better yet, you could hire an aspiring copywriter who has already read it and taken its lessons to heart.
Rating:
Summary: The best book on the subject.
Review: I can't believe the hacks who were somehow offended by this book. Mr. Sullivan has attained a level of skill at his craft that most of us only dream of. This book is informative, entertaining, and should be on the shelf of everyone in advertising - creatives, account guys, and (please God) CLIENTS. They could certainly learn something here. As for the comment from "lone dissenter" about wasting our talents because we're not writing novels or plays-we are, buddy. But advertising pays the bills until you make it in that world. And as long as you're working in advertising, you're cheating your employer, your client and yourself if you don't strive to be the best you can. Bad advertising sells. Good advertising sells better. It's the guys in suits who jerk great campaigns off the air when results can't be measured in 6 months that make this business difficult. (Not to mention the guys who won't approve a smart campaign in the 1st place.) Bottom line? If you're in advertising, or want to be, read this book. And save all this philosophy crap for a newsgroup.
Rating:
Summary: FLAVORIFFIC!
Review: If you decide to taste this book after you read it, consider it Flavoriffic! Hey Whipple, Squeeze-A Guide to Creating Great Ads is well-written, concise, and chock-full-o-advertising nuggets. Each chapter is tastefully sliced into bite-sized bits that will restart your rickety grill of creativity (minus the singed eye brows). Luke Sullivan has the most insightful bits of ad wisdom properly placed on each page. He skillfully adds quotes, axioms, and general do's and dont's throughout the book from a myriad of successful ad monkeys. To date, this is one of the best books on the business out in the market today. Sullivan's award-winning talents shine through in Hey Whipple, Squeeze This-A Guide to Creating Great Ads. As a copywriter, I highly recommend this book to anyone looking for a good laugh and a little insight into the world of advertising.
Rating:
Summary: This Book Gave Me Gut Ache
Review: from laughing so hard. Luke punctuates sound advice with witty quips when you least expect them. If you read this book on the bus, be prepared for some funny stares from the person sitting next to you. On the serious side I found this book extremely illuminiating and very useful. Plenty of food for thought.
Luke offers his own gems of wisdom on how to write ads that are as applicable to the seasoned veteran as to the newcomer. His advice is peppered with examples throughout of well known advertising campaigns such as Volkswagon, Nike and Apple Computer. He takes his readers on the ad-writing journey, pointing out pitfalls along the way and sharing the insights of 20+ years industry experience. Writing for Print, TV and Radio are all dealt with indepth in this book.
Luke devotes a chapter on how to make a great tv commercial taking you through every aspect of its production: from its conception to finding the right director, casting considerations, shooting and post production. A chapter is also dedictaed to TV's poorer cousin - radio and again he takes his reader through all its aspects from creation to production. Once you have created your ad in whatever medium, the next step is getting it past your client who can possibly fall into 1 of 10 categories - hopefully yours won't be the Meat Puppet, the Bully or the Koncept Krusher. If you aren't so lucky, you'll at least feel a lot better by realising your situation is hardly unique. Great advice is also provided in the chapter entitled "Pecked to Death by Ducks - presenting and protecting your work". A chapter is also devoted for advice for newcomers on how to get into the business and the last chapter entitled "Making shoes versus making shoe commercials - is this a great business or what?" is a final kick in the pants to get into the industry, or be thankful to be there. ...
Rating: 
Summary: Educational and Funny at the Same Time
Review: My list of must read books for those who want to enter the advertising field or are already in it and want to expand their skills keeps growing. After reading "Hey, Whipple.." I've added another great book to my list of recommendations. Luke Sullivan is a well-known, award-winning copywriter who's been around for some time, but who still manages to keep a fresh perspective. And this book probably demonstrates why. Sullivan definitely loves the art of advertising and copywriting. While this is not a strict how to book, it does contain serious advice on the ins-and-outs of copywriting and advertising. Sullivan wisely keeps an irreverent tone throughout the book, all the while taking us through the process of ad creation. He even skewers a few advertising icons along the way. Even if you are not an advertising professional or someone with an interest in advertising, this book is an entertaining read and well worth the price of admission.
Rating:
Summary: Hey Whipple Squeeze This.
Review: Great book for anyone in the advertising business. Reads well, is hilarious, and you learn a lot. Could not put it down until I finished!
Rating:
Summary: Win Win
Review: Hey, Whipple...Squeeze This-Luke Sullivan This excellent book actually has two entirely different audiences who might benefit from reading it. Its primary audience is all those writers and art directors in advertising agencies everywhere who struggle daily to create great advertising. Great meaning creatively distinctive, I should add, but all the examples the author cites have also performed well in the marketplace.
For this audience, Sullivan's book is one of the best primers on the subject ever written. He does an incredibly thorough job of deconstructing what makes a great ad great and offers up as close to a blueprint as you'll ever find for getting there. In fact, I'd go so far as to say, if after reading this an aspiring creative person is still struggling, he or she should seriously consider another career.
But it's the second (and possibly unintended) audience that really intrigues me. By this I mean, all the other people who are involved in the process of developing advertising campaigns, on the agency side and the client side. Because I would submit that is book could be quite helpful to them as well. Yes, it does get into the "nitty-gritty" of ad making in great detail. And yes, this is a bit like watching sausages being made or a bill work its way through Congress, as the saying goes: not entirely pretty. But in doing so, it does a fabulous job of vividly illustrating both the intellectual challenge these writers and art directors face and the genuine seriousness of business purpose and actual pain they experience in the service of commerce. An understanding of which might go a long way toward enhancing the esteem of this craft.
All in all, a very instructive and enjoyable read, and for some a valuable reference tool.
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