Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition

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Red Bull dropped a daredevil out of a weather balloon, where all he did was sky dive not even hold up a can of the energy drink when he landed, and their video has garnered 38 million views.

I think we've entered a frenzied era of coffee-guzzling, fax sending channel surfers who honk the microsecond the light turns green and have the attention span of a flashcube. 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. Hey Whipple" was published in 1998, so there isn't much discussion of the impact of the Internet on ad culture.For example an ad that I found outrageous and funny that my husband found offensive was the “Jingle Bells” commercial for Joe Boxer and K-Mart that was aired a few years ago. Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration.

Since social media is where infinite connections happen, it’s important for companies to be a part of these connections. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.For one viewer of advertising, the creativity will be with an excess, while for the other - perfectly. They supported their arguments of catchy slogans, and short taglines being memorable by explaining that these ads being simple are easier to remember, and essentially simple ads break through the clutter of everyday life. I don't know why, but there is a strange and elusive feeling of something missing when on the one hand David Ogilvy and on the other hand Jack Trout.

He also puts a lot of weight on strategy, which is the fundamental piece for a good and effective creative. Taking that into account, it becomes clear early on that Sullivan's main purpose for writing this book is not just to lay down the rules for how ad-men and ad-women can make their clients oodles of money through their marketing - and just to be clear, it's not not about this exactly - but more of an appreciation of advertising as a sort of art-form.

They give the example of “snapchat and other new platforms, display only vertical video” so a horizontal video isn’t going to go over well on these platforms. Luke and Edward will inspire you to create ideas fit for today's digital world and help an entire industry make less spam. I've been reading this for a copywriting class, so I'm skipping around to different chapters, but I'm really enjoying it. is an insider′s guide to coming up with great ideas as well as an unapologetic send–up of all that′s heavy–handed, dim–witted, and ineffectual in the industry. I loved the added layers of depth this provided and I look forward to using it as a creative tool in the future.

And its ambiguity lies in the fact that the author focuses on social media, rather than classical advertising on TV, in magazines, newspapers, etc. So, although it makes sense to cover them, I personally would have been much shorter on the recommendations to avoid repetition and boring the reader. I can undoubtedly say this was the best book on creative advertising I've ever read and it could easily be a 5 stars if it wasn't for some minor flaws.Part how-to and part exposé, Hey Whipple, Squeeze This is the insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry. But Sullivan's principles for making excellent ads feel like they were true 50 years ago and will still be true 50 years from now. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. They also argue that a simple ad could contain no to few words just a picture and the brand name somewhere on the ad or incorporated in. While the ad itself was creative because it showed the ad in the process of being put on a billboard, with a ladder and a bucket leaning against it, implying that the worker putting the ad up left to go get a KitKat.