Hey, Whipple, Squeeze This: A Guide to Creating Great Ads
Luke Sullivan is a writer, creative director and advertising legend. In my opinion, Hey, Whipple, Squeeze This is the most important book for designers and those working in advertising. Every student looking to sharpen their conceptual muscles, needs to read this book. For the professionals that haven’t read it, I personally believe it’s the playbook of which to measure your personal approach against.
Luke has worked in advertising for many years, but he’s not your typical old school, Don Draper ad man that only thinks of print and TV. His reprint shares some great thinking on the digital medium and collaboration in modern advertising agencies.
I had a chance to see Luke Sullivan speak at an AIGA event in Kansas City a few years ago. His talked narrowed on the scope of his book a bit by focusing on the nemesis. He highlighted that all great ads are the ads that clearly identify who the bad guy is. He started the talk by pointing out that “creatives” are known as being whiners, and complainers, because creatives know that people love drama. People need to feel something when they see or hear your message. Apathy is the result of a wasted opportunity.
From Amazon:
Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. 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.
