Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads By Luke Sullivan and Sam Bennet Book Summary

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

In “Hey, Whipple, Squeeze This,” Luke Sullivan offers a crash course in advertising, covering everything from the basics of copywriting to the art of persuasion. Sullivan draws on his years of experience in the industry to teach readers how to create ads that are both effective and memorable.

Sullivan begins by outlining the three key elements of any good ad: attention, interest, and desire.
( This is like the AIDA Formula )


He then goes on to discuss the various ways in which these elements can be used to create an effective ad campaign. He also offers advice on how to avoid common pitfalls that can make an ad campaign fail.

Throughout the book, Sullivan provides plenty of examples of both successful and unsuccessful ads. He also includes interviews with some of the most successful admen in the business, offering insights into their creative process.

Key Points From The Book

  • A great ad is one that sells the product
  • An ad is only as good as the product it sells
  • No ad can sell a bad product
  • People don’t buy products, they buy solutions to problems
  • Good ads make the reader or viewer think
  • Ads that are simple and to the point
  • Great Ads make you laugh, there’s humor
  • People enjoy ads that are unexpected & memorable

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