Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads

Authors: Luke Sullivan & Anselmo Ramos
Book Overview

Hey Whipple, Squeeze This is a modern classic in the advertising and marketing world. Written by veteran adman Luke Sullivan, with contributions from renowned creative Anselmo Ramos in the latest edition, this book is an engaging, insightful, and humorous guide to the art of creating impactful, memorable advertising. The title comes from a famous 1970s ad campaign featuring “Mr. Whipple” for Charmin toilet paper, which Sullivan uses as both a cautionary tale and a starting point for discussing what makes advertising great.

Whether you're a copywriter, art director, marketer, or creative professional, the book teaches the principles and processes behind creating ads that connect with audiences and drive results.

What Makes It Unique

• Written in a conversational tone, the book blends humor, real-world examples, and practical advice to make its points memorable and actionable.
• It draws on real-life case studies and campaigns, including both successes and failures.
• Updated to include the challenges and opportunities of digital marketing, social media, and modern creative strategies.

Key Topics and Lessons

1. The Creative Process

   • How to approach advertising with a problem-solving mindset.
   • The importance of brainstorming, collaboration, and relentless revision.

2. Making Your Work Stand Out

   • Sullivan teaches how to create ads that are original, engaging, and impossible to ignore.
   • How to strike a balance between creativity and brand messaging.

3. The Power of Ideas

   • How to recognize a big idea and execute it well.
   • Crafting ads that make emotional connections while staying true to the product.

4. Crafting Copy and Visuals

   • Practical advice on writing headlines, scripts, and body copy that work.
   • Tips for designing visuals that complement and amplify the message.

5. How to Be Funny (and When Not to Be)

   • Sullivan explains the role of humor in advertising and the risks of using it poorly.

6. Breaking into the Industry

   • Tips for aspiring advertising professionals: creating a great portfolio, surviving client feedback, and thriving in agencies.

7. Digital and Social Media Advertising

   • How the advertising landscape has changed with the rise of online platforms.
   • Adapting creative strategies to new technologies, social media storytelling, and viral campaigns.

8. Ethics in Advertising

   • Balancing creativity with responsibility and avoiding cheap tricks that manipulate audiences.

Core Principles

1. Respect the Audience

   • Avoid talking down to your audience; people appreciate ads that respect their intelligence.

2. Be Original

   • Creativity is key, but it must always serve the product and its message.

3. Solve the Problem

   • Every great ad begins with identifying and solving a specific problem for the brand.

4. Make the Product the Hero

   • Highlight the product’s unique selling proposition in a compelling way.

5. Embrace Simplicity

   • Ads work best when they are simple, focused, and clear.

Notable Quotes

1. “Ads are not about entertainment. They’re about the product.”
2. “The best ads are written in the language of the audience, not the language of the advertiser.”
3. “Creative people tend to invent problems where there are none. Don’t overthink it.”
4. “It’s not the size of the budget that matters; it’s the size of the idea.”

Why This Book Matters

• Real-World Advice: Luke Sullivan’s decades of experience in advertising shine through every page.
• Timeless Insights: While the book has been updated for modern times, the fundamental principles of advertising remain consistent.
• Engaging and Accessible: Sullivan’s humor and anecdotes make it an enjoyable read even for beginners.
• Practical Guidance: The book includes concrete advice on how to brainstorm, write, pitch, and improve creative work.

Who Should Read This Book?

• Aspiring Creatives: Copywriters, art directors, and designers looking to hone their craft.
• Advertising Students: A foundational guide for understanding the creative process.
• Marketing Professionals: Learn how to think more creatively and produce ads that resonate.
• Entrepreneurs: Understand how to position and promote your product effectively.
• Anyone Curious About Advertising: A behind-the-scenes look at what makes ads memorable.

Final Thoughts

Hey Whipple, Squeeze This is more than just an advertising manual—it’s an entertaining, insightful, and practical guide to the art and science of creating great ads. Luke Sullivan’s blend of humor, candor, and wisdom makes this book an essential read for anyone looking to make their mark in the world of advertising and creativity.