Hey Whipple, Squeeze This
by Luke Sullivan
Sullivan's funny, honest guide to creating great advertising: concepting, writing, presenting, surviving clients, with digital chapters added in later editions. It is the book ad students are handed first, and deservedly.
Read it if…
you want to do creative advertising work and need both craft and realism.
See the book →
Skip it if…
you want direct-response formulas; this is about ideas.
Try instead: The Robert Collier Letter Book →
Three things you will actually use
- Quantity of ideas precedes quality.
- Simplicity wins.
- Sell the idea, then protect it.
Do this first
Generate 50 bad ideas for one brief, then pick the three least bad.
Our verdict
The ad student's first book.
See the book →
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