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Summary: The single best book on the subject ever.
Review: I'm a Creative Director, and every time a hopeful young writer or art director comes in to see me, I make them promise me they'll buy this book, read it cover-to-cover, and then pick it up every now and then and flip through it again. Sullivan is one of the best, and his book is a witty and wonderful read, with important lessons on every page. Quit reading reviews and start reading the book.
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Summary: The Best Book on My Desk
Review: I first learned of this book in one of my college advertising classes. I bought it right after I landed a job as a copywriter and it has been an even better resource than my thesarus. I've quoted it in meetings, photocopied pages of it for my bulletin board and the cabinet above the office coffee pot, and lent it to almost all of my co-workers. It's a wonderful read for anyone working in any aspect of the advertising business. (yes, even clients could learn something from the witty truth contained in these pages) I even bought a copy for my boss who has been in the business for over 40 years!
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Summary: A great resource!
Review: I read this book a couple of years ago when I started out as a writer. Because I didn't know the first thing about copywriting at the time (other than what I learned in school) this book was a HUGE help. Especially the section where Luke discusses his award-winning concept for whiskey. That's the best advice I've taken with me: divide your ideas by thinking of every possible use for the product you're selling. You'll end up with a meaningful concept and a great headline. Maybe even an award or two.
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Summary: Who's your Whipple?
Review: Mr Whipple and his odd toilet paper fetish never ran down here in New Zealand, but his cousins, brothers, sisters and countless dopelgangers certainly did and do. Call it what you like, but mediocre creative in advertising is possibly the most global aspect of the craft. "Squeeze This" addresses this, which makes it a great book for anyone involved in the ideation, commision or production of modern advertising. For the creatives, it's an inspiration, a guide and a pick-me-up. Like alcoholics, with whom we share more than one characteristic, it helps us to know we are not alone. For clients, it's a chance to hear what the folks at the agency have been saying behind your backs all these years. (Of course, the comments in the book are surely directed at _other_ clients, aren't they?) Whether you're so far up the tree that Ridley Scott calls _you_ for work, or if you're still busy dreaming up lame gimmicks to get your book in front of some seocnd rate CD, read this book. Whipple won't thank you, but your creative conscience will.
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Summary: Essential tool for anyone interested in the profession
Review: ...And it's also just fun to read. If you love great ads, and want to know more about where they come from and how they're thought up, this is a great book. If you're aspiring to get into the biz, this is your FIRST stop. (Several other titles mentioned by previous reviewers here are also recommended.) Sullivan show the writing process and the thinking that goes on behind it. The book is loaded with examples of great ads. As for the reviewer below who implied he's on an ego trip because he included so many of his ads, he actually only included one ad that he himself did, and his modesty throughout the book is notable. As for the infamous (by now) Lone Voice of Dissent, I really don't get his diss. Does he think the book never should have been written? One is free to ignore what he says and do whatever ads he wants. He seems to be saying because he's stuck doing Whipple, that's all we all should be permitted to do. Grow up. Or switch jobs. Or leave the industry; it's got plenty of hacks as is.
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Summary: Thanks, St.Luke!
Review: have been a copywriter, oh, almost 9 years. have read, mmmm, at least 50 books on the subject and greased countless archives and ca's, and so on. how many classics in that bunch? ogilvy (dated, but so what?). "the copy book," an absolute gem, get it asap. and last but not least, "whipple." as one copywriter to another, i'm not gonna put the sell on you, but i am gonna urge you to flip through it. five minutes or so with it in the hand should close the deal. ten minutes for slow readers. and now ... mr. lone voice of dissent whose comments appear below. ever run a business yourself? you should try sometime. and when you wake up one morning and realize sales are taking a dive, and your wife is packing the louis vitton's, what's the bet some 5-watt bulb will go on in that head of yours as a voice whispers, "hey, why not run some ... ads?" miserable sod.
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Summary: MUST READ FOR ALL AD PEOPLE
Review: Practical. Witty. Insightful. Superb
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Summary: Luke the Savior.
Review: Great book. Humourous, witty, to-the-point, very sage. The tone of voice throughout the book is 'brilliant'. <leans back and puffs on Cuban Cigar> MB. MarkBlaze@hotmail.com
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Summary: Read 'A lone voice of dissent' before you read this
Review: I'm sorry, but 'A lone voice of dissent' doesn't understand it's frustrated poseurs like him that have created the Whipple world we all live in. If he and decades of namby-pamby adfolks before him had shown a little backbone, he'd have his creative fulfillment in advertising and wouldn't need to search for Valhalla elsewhere. Yes, ads need to sell. Duh. Yes, money is the bottom line. Duh. Duh. But he wants to flog the industry for his lack of standards. Or maybe his lack of ability to create something that works for both him and his client. 'Dissent' puts Volkswagen and Whipple in the same category - ads that work. What he fails to recognize is that if everyone had taken up the gauntlet and done Volkswagen ads, he and all other creatives would be just as hip as Matt Groenig. Let's face it, we've made our own beds. Fortunately, some - Luke being one - know we have a choice whether or not to sleep in it.
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Summary: Must admit...I LURVE THIS BOOK!
Review: This is a Read In A Day book tht cracks u up as often as u find yourself nodding in agreement. I have just started up a Danish branch of a Scandinavian advertising chain and I found myself using so many quotes for Nu Bizz meetings, colleagues and even my own grrrlfriend to xplain why I did what I did, trying to solve a campiagn in the best (and most creative way, as I am the Art Director). I especially like the "legs up, looking at my partners tennishoes, talking about the last movie we watched", as in how the ideas pop up. THT IS BRILLIANT! But also the stressed out woman in the airport, flight delayed, meat stuck in between teeth, flicking through a mag, backwards, as our target group. This book is so full of the best observations and u will use them yourself, as sooon as u put down the book, I am sure. But, u will pick it up again, this book deserves a re-read again and again! Thnx Luke!!!!!!
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