Hey Whipple, Squeeze This! audiobook cover - The Classic Guide to Creating Great Ads, 4th Edition

Hey Whipple, Squeeze This!

The Classic Guide to Creating Great Ads, 4th Edition

Luke Sullivan with Sam Bennett

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CreativityMarketing & Sales

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Hey Whipple, Squeeze This!
Breaking into Advertising+
The Creative Process+
Crafting the Message+
Mastering Mediums+
Pitching and Presentation+

Quiz — Test Your Understanding

Question 1 of 8
According to the book, what is the most important element of an aspiring advertising professional's portfolio?
  • A. Highly polished, finished advertisements that look ready for print or TV.
  • B. Eight or nine hypothetical campaigns focused on strong, unique underlying ideas.
  • C. Real campaigns that have been successfully produced for local businesses.
  • D. Evidence of a completed advertising degree from a highly ranked school.
Question 2 of 8
Why does the author suggest developing ads for products you would never use yourself, such as a guy writing for a bridal magazine?
  • A. To prove to agencies that you can apply your creative talents across multiple, diverse fields.
  • B. To avoid any subconscious biases you might have toward brands you already consume.
  • C. To ensure your portfolio remains completely objective and focuses only on rational benefits.
  • D. To practice researching obscure target demographics that agencies struggle to reach.
Question 3 of 8
What does the author mean when comparing the creative process of making ads to 'washing a pig'?
  • A. It is a dirty, unethical business that requires manipulating the audience.
  • B. It is an absurd, chaotic process with no clear beginning, end, or rules.
  • C. It requires a large team of people to handle a single, stubborn client.
  • D. It is a highly structured, step-by-step procedure that requires intense scrubbing of bad ideas.
Question 4 of 8
When experiencing a creative block, which of the following does the book recommend as a way to get back into the flow?
  • A. Take a long break from the project to clear your mind completely.
  • B. Focus strictly on the rational benefits of the product to build a logical case.
  • C. Start scrawling down 'This is an ad about...' and write whatever comes to mind.
  • D. Ask the client to provide a more detailed and restrictive creative brief.
Question 5 of 8
How did the classic 1964 Volkswagen Beetle ad demonstrate the concept of turning an unpleasant truth into a success?
  • A. It used a celebrity endorsement to make a cheap car look luxurious.
  • B. It flipped the vehicle's ultra-compact design from a weakness into an attractive, funny feature.
  • C. It focused entirely on the car's safety features using a single memorable adjective.
  • D. It ignored the car's small size and instead highlighted its impressive fuel efficiency.
Question 6 of 8
Which of the following best illustrates the concept of 'brand generosity' as described in the text?
  • A. Coca-Cola donating a large percentage of its profits to environmental charities.
  • B. Nokia using huge arrow-shaped screens in London to help people navigate to their favorite places.
  • C. Volvo giving away free child safety seats to families with newborn babies.
  • D. First Tennessee Bank offering zero-interest mortgages to young, first-time homeowners.
Question 7 of 8
According to the book, what is the specific purpose of the first two seconds of a successful TV commercial?
  • A. To establish the brand name and logo immediately before the viewer looks away.
  • B. To resolve the story and leave a lasting emotional impression.
  • C. To create a 'curiosity gap' by showing something unusual that keeps the audience watching.
  • D. To clearly explain the primary rational benefit of the product.
Question 8 of 8
What is a key piece of advice the book gives for writing effective conversations in radio commercials?
  • A. Ensure the dialogue clearly lists all of the product's features and benefits.
  • B. Make sure the dialogue is consistently funny, as humor is required for radio.
  • C. Write the conversation in complete, grammatically correct sentences to ensure clarity.
  • D. Allow characters to speak in fragments and complete each other's sentences so it sounds natural.

Hey Whipple, Squeeze This! — Full Chapter Overview

Hey Whipple, Squeeze This! Summary & Overview

Hey Whipple, Squeeze This! has become a seminal guide to the world of advertising for those who have been in the business for decades, for newcomers, and for anybody intrigued by what happens when creativity meets commerce. The title is an irreverent nod to an unconventional 1970s campaign for Charmin toilet paper that featured an annoying shop clerk called Mr Whipple, who couldn’t stop squeezing the product. It sets the tone for Sullivan’s honest and practical insights into the sometimes crazy creative process of advertising.

Who Should Listen to Hey Whipple, Squeeze This!?

  • Anyone working in advertising or marketing
  • Anyone interested in how ads work
  • Anyone who watches too much Mad Men

About the Author: Luke Sullivan with Sam Bennett

Luke Sullivan is renowned for his 32-year career in advertising under eminent agencies such Fallon and GSD&M. He is currently chairman of the advertising department at the Savannah College of Art and Design.

Sam Bennett was a contributing author to the updated edition of this book. She is currently the director of brand and digital strategy at Martin Williams.

 

© Luke Sullivan: Hey Whipple, Squeeze This copyright 2012, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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