“Hey, Whipple, Squeeze This: A Guide to Creating Great Ads” by Luke Sullivan serves as an insightful guide into the often eccentric world of advertising. Sullivan, a seasoned creative with extensive industry experience, wrote this book to demystify the process of creating powerful and memorable advertisements. He urges aspiring advertisers to respect both their audience and their craft, providing a roadmap filled with concrete examples and actionable advice.

Sullivan begins by acknowledging the mixed reputations of advertisements, including the much-parodied Mr. Whipple from Charmin’s “Please don’t squeeze the Charmin” campaign. While this campaign was memorable, it was also often seen as annoying, highlighting the thin line ads tread between memorable and irritating. Sullivan’s advice is rooted in learning from such examples, both good and bad.

Actionable Advice: Study both successful and notorious ad campaigns to understand what works and what can lead to consumer fatigue.

The cornerstone of Sullivan’s approach is the concept of “The Big Idea.” A big idea is a creative and strategic concept that connects with the audience on a deeper level. Sullivan illustrates this through several examples, such as Apple’s “Think Different” and Volkswagen’s “Think Small” campaigns. These ideas remain culturally significant because they capture the brand essence succinctly and innovatively.

Actionable Advice: When brainstorming, focus on creativity that aligns deeply with the brand’s values and identity. Aim to distill the core message into a simple yet profound idea that can stand the test of time.

A significant portion of the book details the importance of engaging headlines. Sullivan praises headlines that evoke curiosity, humor, or an emotional response. For instance, the classic ad for the Volkswagen Beetle, “Think Small,” conveys simplicity and humility in a world obsessed with size and power.

Actionable Advice: Practice writing numerous headlines for each campaign. Test them to see which evoke the strongest response, and don’t shy away from unconventional approaches.

Sullivan emphasizes the symbiotic relationship between visuals and copy. Great ads don’t just have compelling text or striking images; their strength lies in how these elements work in unison. For example, the visual of a tiny VW Beetle accompanied by the minimalist “Think Small” headline works together to reinforce the central message.

Actionable Advice: Always evaluate your ads by considering how text and images complement each other. Avoid redundancy and strive for visuals that enhance and expand upon what the headlines suggest.

Sullivan asserts that a deep understanding of the target audience is non-negotiable. He uses Nike’s “Just Do It” campaign as an example, illustrating how the company understood its audience’s desire for empowerment and personal achievement. By speaking directly to these aspirations, Nike created a resonant and enduring brand message.

Actionable Advice: Conduct thorough research on your target demographic. Develop detailed personas that reflect the values, aspirations, and behaviors of your audience to tailor your messages more effectively.

One of Sullivan’s key points is that great advertising often comes from breaking conventions. He cites numerous examples, including the Absolut Vodka campaign, which transformed a simple bottle into a canvas for creativity. The campaign’s rule-breaking, minimalist print ads defied industry norms and became iconic.

Actionable Advice: Don’t be afraid to challenge industry norms and experiment with new formats or unconventional messaging strategies. Trust in innovative ideas that make your brand stand out.

Sullivan emphasizes the importance of narrative in advertising. He recounts the storytelling prowess of the “1984” Apple ad, which depicted the Macintosh as a symbol of rebellion against conformity. This was a minute-long tale of heroism and innovation that resonated deeply with viewers.

Actionable Advice: Develop a strong narrative structure for your ads. Think of your advertisement as a mini-story with a clear beginning, middle, and end that can emotionally engage your audience.

Humor, when used correctly, can significantly enhance an ad’s impact. Sullivan humorously notes the satirical campaigns of Wendy’s “Where’s the Beef?” ad, which cleverly critiqued competitors by highlighting the inadequacy of their offerings in an engaging and memorable way.

Actionable Advice: Incorporate humor judiciously into ads. Ensure that it aligns with your brand voice and appeals to your audience without being offensive or misunderstood.

Taglines are crucial for brand recall. Sullivan admires effective taglines like Nike’s “Just Do It” and McDonald’s “I’m Lovin’ It.” These taglines are not just memorable but also encapsulate the brand ethos succinctly.

Actionable Advice: Spend time brainstorming and refining taglines to ensure they’re catchy, concise, and reflective of the brand’s core values.

Sullivan stresses the importance of maintaining a consistent brand voice and message across all advertising efforts. He praises brands like Coca-Cola for their unwavering brand identity, which remains recognizable regardless of the campaign.

Actionable Advice: Draft a brand style guide that encompasses tone, voice, color schemes, and other elements to maintain consistency across all marketing materials.

The book delves into the nuances of creating radio ads, emphasizing the need for strong audio cues and succinct storytelling. Sullivan shares examples of successful radio ads that paint vivid pictures using only sound, invoking emotions purely through voice, music, and sound effects.

Actionable Advice: When creating radio ads, focus on the quality of the script and the use of sound to create a mental image. Test your ad by listening to it in various environments to ensure it’s effective.

Sullivan dissects successful TV commercials to provide a framework for visual storytelling. He leverages examples like the Budweiser “Whassup” campaign, which became a cultural phenomenon by capturing authentic and relatable moments.

Actionable Advice: Invest in high-quality production for TV commercials and focus on authenticity in your storytelling. Iteratively test your commercial with sample audiences to fine-tune its impact.

Although written in 1999, Sullivan foresees the growing importance of digital media. He emphasizes the flexibility and reach of digital platforms, encouraging advertisers to embrace these new channels while maintaining core advertising principles.

Actionable Advice: Stay updated with digital media trends and incorporate new platforms into your advertising strategy. Measure engagement and feedback to continually refine your approach.

Finally, Sullivan offers advice on navigating client relationships. He encourages creatives to manage expectations while keeping the client informed and engaged. He recounts experiences where fostering better communication led to more effective collaboration and superior ad outcomes.

Actionable Advice: Develop strong communication skills and practice transparency with clients. Regularly update them on progress and be open to feedback while asserting your creative vision.

“Hey, Whipple, Squeeze This” is a treasure trove of wisdom, filled with practical insights and vivid examples. Sullivan’s goal is to cultivate a new generation of advertisers who can produce work that is both creative and respectful of the audience. By understanding and applying the principles laid out in the book – from crafting the big idea to mastering the art of storytelling and humor, and maintaining consistent branding – aspiring advertisers can create campaigns with lasting impact.