Hey Whipple, Squeeze This! Book Summary By Luke Sullivan with Sam Bennett

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Hey Whipple, Squeeze This!

is an iconic look at the world of advertising.

Written by Luke Sullivan, one of the most influential figures in advertising, it's a must-read for anyone who is interested in what makes creative ideas successful – and how to bring those creative ideas to life.

Sullivan uses his unique experience and style to give readers an honest and practical perspective on the sometimes crazy process of advertising.

With classic nods to the unconventional 1970s campaign featuring an annoying shop clerk called Mr Whipple and his inability to stop squeezing Charmin Toilet Paper, Sullivan gives readers a true insider's view into the business.

Whether you are already experienced in the world of advertising or just getting started, this book offers timeless insights that will prove invaluable for everyone involved in marketing and creativity.

Hey Whipple, Squeeze This

Book Name: Hey Whipple, Squeeze This! (The Classic Guide to Creating Great Ads)

Author(s): Luke Sullivan with Sam Bennett

Rating: 4.1/5

Reading Time: 13 Minutes

Categories: Creativity

Author Bio

Luke Sullivan is one of the most revered figures in advertising today.

With a career spanning 32 years, he has worked at some of the top agencies such as Fallon and GSD&M.

He currently serves as Chairman of Advertising at the Savannah College of Art and Design, imparting valuable wisdom to future ad professionals.

His book "Hey Whipple, Squeeze This!" highlights his creative secrets which have made him a success in this industry and provides invaluable insight into the world of advertising.

Learn How To Write Ads That Capture The Attention Of Consumers With “Hey Whipple, Squeeze This!”


Hey Whipple, Squeeze This!

is the perfect resource for anyone who is looking to learn how to write ads that actually work.

The book provides readers with insight into the secrets of getting a job in advertising, so they can understand the key elements needed for success.

It also explains various mediums that can be used when writing ads and teaches its readers useful tricks to get the most out of their ideas.

In this book, you’ll learn why writing ads is like washing a pig, how Volkswagen played with its own weaknesses in classic ads, and how to craft conversations that sound realistic for customers to relate to.

All of these lessons will help you effectively convey simple messages your customers need- making sure your ad stands out from all others!

How To Create An Outstanding Job Portfolio: Stand Out From The Crowd With Good Ideas And Quality Execution

If you’re interested in starting a career in advertising, one of the most important things you can do is develop an exceptional portfolio.

It should be more than just a job application – it’s your talent, and should set you apart from the competition.

With so many students completing advertising degrees with highly polished books, it’s essential to have something special that will make you stand out.

How can you create an outstanding book? Concentrate on campaigns based on great ideas.

Agencies aren’t as concerned with a finished ad – they want to see unique talent reflected in the ideas.

Take good existing ads as examples and analyze why they worked.

Then begin developing your own ideas around products that you like and use, but add some that are unfamiliar to gain experience in varied requirements with the field.

This type of creative thinking is vital if you want to break into advertising and make yourself noticed by agencies.

A thought-out portfolio of hypothetical campaigns could be just what you need for your big break!

The Creative Process Is Like Washing A Pig: A Guide To Overcoming Advertising Challenges

Creating ideas for advertisements can be hard work – that’s why it’s often referred to as “washing a pig”.

There’s no exact formula for coming up with the most successful ad; it takes serious effort and a lot of trial and error.

You first must search for inspiration, but this is like trying to catch a slippery pig – your first attempts might fail.

However, with a bit of creativity and perseverance, you’ll eventually develop an idea that works.

It’s not easy though: you could spend hours going around in circles before finally getting something good.

Then, when you think you’ve got the perfect idea, your client may throw in another curveball – asking for something completely different!

At this point, all your hard work can seem wasted and you have to start again from scratch.

But don’t despair – there are ways to pick yourself back up, dust yourself down and get the creative process rockin’ once more!

Tips For Getting Into The Creative Flow: Just Do It, Tap Into Your Customers’ Emotions, Establish The Right Mood And Work With A Partner


Although the creative process can be a tough journey, there are effective ways to regain your flow when you become blocked.

One way is to simply jump in and start writing – by writing down “This is an ad about …”, let the ideas flow from there and let the words take shape.

Another way is to think about how customers will feel after using a product or service – it can be something as simple as wanting someone to feel cool, comfortable and confident when buying clothes from Hollister; or it might require you to absorb some resources such as reading a book about parenthood or looking at photographs of happy families when creating ads for Family Life magazine.

No matter what, partnership with another individual can be key in regaining your flow since combining incomplete work together could lead to a winning concept!

How To Create A Great Ad: Find The One Word That Describes Your Brand And Focus On The Truth Of Your Product Or Service

As advertisers in today’s world, there’s a lot of competition trying to get their messages heard.

So how do you make sure your product stands out from the crowd? The answer is simple: Keep it Simple, Keep it Honest!

This means having a one-word descriptor for your brand that conveys what you stand for.

We see this with Volvo – their brand image is all about safety, even though they aren’t actually the safest car on the market.

Another thing to bear in mind is to think outside the box when describing your products or services.

For instance, what if we tried to frame hair coloring not as something that makes us look younger but as something that boosts our self-esteem? This could really work in an ad campaign!

Finally, don’t be afraid of using unconventional methods.

As demonstrated by Volkswagen’s wry ad showing a small Beetle with the line: “It makes your house look bigger,” transforming a negative into a positive can often pay off big time!

So remember, when crafting an ad for your product Keep it Simple and Keep it Honest to ensure maximum effect.

Brand Generosity: The Future Of Advertising In The Digital Age

When it comes to advertising today, simply having a great ad isn’t going to do the trick anymore.

You need to back up your brand image with actions if you want to gain the support of consumers.

That’s why companies such as Coca-Cola opt for ‘Give it Back’ campaigns, using recyclable materials in their stores as an example of their commitment to sustainability.

But there are also examples of ‘brand generosity’, where products are designed not just conveniently but aesthetically too – such as Farfar’s creation for Nokia’s navigation system in London.

Here, huge arrow-shaped screens were hung on cranes throughout the city, that allowed people near them to text their favorite places and have the arrows rotate towards it, perfectly calculating the distance.

It was a powerful display that really made an impact with consumers.

These examples show that brands need to focus not only on what they’re conveying in their ads, but how they’re direct actions back them up too – if they want to make a lasting impression with their target audience.

Telling Powerful Stories Through Ads: How To Grab Viewers’ Attention In Just Seven Seconds

Viewers' Attention

Successful TV ads need to surprise us while also making us think.

This is what creates a lasting impression and keeps viewers engaged.

Take the Suffex Safer Roads Partnership commercial, for example – in just two seconds, this ad managed to show something that was truly unexpected – an adult pretending to drive a car in his living room.

This opened up a curiosity gap, which kept viewers watching to find out what would happen next.

The last five seconds of the ad served to resolve the story and make a lasting impression on the viewer.

The father’s pretend driving was connected with the grave message of wearing seat belts, creating an effect that was both thought-provoking and ultimately memorable.

By mastering both these elements, successful TV ads will keep people coming back for more!

Simplicity And Naturalness Are Keys To Crafting Engaging Radio Ads

For radio commercials, it’s essential to keep your content natural.

After all, you’re competing against people who only have audio at their disposal and usually don’t pay attention until something catches their interest.

The key here is setting the scene with ambient sound; think of a bustling restaurant with conversations, clinking cutlery and clattering dishes.

Those sounds change depending on what the ad is about, so make sure to select the right ones that suit the ad’s context.

Once you’ve grabbed your listener’s attention, use their time wisely by keeping it sincere and simple.

For example, one successful First Tennessee Bank commercial featured an older man expressing his delight about buying a house when he was younger.

People can relate to this experience due to its real-life nature which also translates trust into their product or service.

Using dialogues between two different characters can also help create a dynamic for your commercial as long as it sounds authentic and not forced.

And it does need to sound like a genuine conversation – nobody talks in useful sentences and complete clauses like “now with one-third fewer calories,” –so think of letting narrators adlib sometimes instead of sticking to the script strictly.

Lastly, keep in mind that silence can also carry weight so allow pauses and room for intonational nuances while writing your text – less words can do more than you think!

All in all, success relies on simplicity when it comes to radio commercials, so don’t try too hard and enjoy the creative ride!

Wrap Up

The key takeaway from Hey Whipple, Squeeze This!

is that hard work and creativity pays off when it comes to advertising.

If you put in the effort and keep things simple, your ad ideas will stand out and be remembered by your customers.

Additionally, it’s important to give your ideas the presentation they deserve so always make an effort to be an engaging presenter and be familiar with the client’s culture and sense of humor.

A strong relationship of trust between yourself and the client can help ensure future business.

Arturo Miller

Hi, I am Arturo Miller, the Chief Editor of this blog. I'm a passionate reader, learner and blogger. Motivated by the desire to help others reach their fullest potential, I draw from my own experiences and insights to curate blogs.

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