**
Introduction: Understanding the World of Advertising

In “Hey, Whipple, Squeeze This,” Luke Sullivan provides an insightful and practical guide to creating effective advertising. He names the book after the infamous Mr. Whipple ad, exemplifying his perspective on supermarket-level creativity—something he aims to help advertisers surpass. The book serves as both a how-to manual and a source of inspiration for anyone looking to make a mark in the advertising industry.

Chapter 1: Salesmanship and Craftsmanship

Sullivan opens by emphasizing that great ads are a blend of effective salesmanship and creative craftsmanship. The hallmark of a great ad is not only its creativity but its ability to sell a product.

Actionable Step: Prioritize understanding the product and the market before diving into the creative process. Conduct thorough research to inform your ads and ensure they resonate with the target audience.

Example: In 1960, Doyle Dane Bernbach revolutionized advertising with their Volkswagen campaign. Instead of exaggerating the car’s features, they humorously embraced its simplicity, connecting with the audience on an emotional level.

Chapter 2: The Importance of the Big Idea

Sullivan underscores the necessity of having a “Big Idea,” a concept strong enough to build an entire campaign around. These ideas often boil down to simple, yet powerful messages that resonate deeply.

Actionable Step: Hold brainstorming sessions focused purely on generating big ideas. Use techniques like mind mapping to explore different angles until you strike gold.

Example: Apple’s “Think Different” campaign centered around the idea of celebrating non-conformists, which aligned perfectly with the brand’s identity and resonated with its audience.

Chapter 3: Writing for Print

Print ads demand precision and clarity. Sullivan advises using a compelling headline and clear, engaging copy that complements the visuals. Scrutinize every single word to ensure it adds value.

Actionable Step: Craft multiple versions of your headline and copy, seeking feedback and refining each version until you reach the best combination.

Example: The “Got Milk?” campaign is cited as an example of effective simplicity, using just two words to create a memorable and recognizable catchphrase.

Chapter 4: Creating Memorable TV Commercials

TV commercials offer the unique advantage of combining visuals, audio, and narrative. Sullivan advises focusing on a strong story, emotional appeal, and high production value.

Actionable Step: Develop a storyboard to visualize each scene and ensure it aligns with the overall message. Rehearse scripts extensively to refine dialogue and pacing.

Example: The “1984” Apple Macintosh commercial is a case study in storytelling, using dramatic imagery and a narrative of rebellion to captivate viewers and make an enduring impact.

Chapter 5: Crafting Effective Radio Ads

Radio ads, despite lacking visuals, have an intimacy that can be incredibly engaging. Sullivan recommends sharp scripting, professional voice acting, and the strategic use of sound effects.

Actionable Step: Write scripts that are no longer than 60 seconds and conduct voice tests to find the perfect match for your product’s persona.

Example: The iconic “This is your brain on drugs” radio ad utilized stark, vivid imagery created through words and sound effects to leave a lasting impression.

Chapter 6: Engaging in Guerrilla Marketing

Guerrilla marketing involves unconventional and low-cost tactics to surprise consumers. These tactics rely on creativity and the element of surprise.

Actionable Step: Brainstorm unconventional places and ways to advertise your product. Think outside traditional media and focus on high-impact, memorable interactions.

Example: Burger King’s subversive “Subservient Chicken” campaign allowed users to give commands to a man in a chicken costume via a website, blending humor with interactivity to create buzz.

Chapter 7: Crafting Digital Ads

In the burgeoning digital landscape, Sullivan advises developing user-friendly and interactive advertisements. The emphasis is on making ads that are shareable and engaging.

Actionable Step: Invest time in understanding the platforms where your audience spends their time. Design ads tailored to each platform’s strengths and capabilities.

Example: The “Share a Coke” campaign personalized bottles of Coke with common names, encouraging users to share photos on social media, which rapidly increased engagement.

Chapter 8: Handling Clients and Building Relationships

Building strong client relationships is essential for smooth collaboration and creative freedom. Sullivan suggests being a good listener, managing expectations, and educating clients about the creative process.

Actionable Step: Schedule regular meetings solely for client feedback and education. Use these sessions to build trust and ensure mutual understanding.

Example: Sullivan mentions how Chiat/Day maintained a transparent and collaborative relationship with Apple, which facilitated iconic campaigns such as “Think Different.”

Chapter 9: Improving Your Craft

Continuous improvement is key to long-term success in advertising. Constantly strive to refine your skills and stay updated with industry trends.

Actionable Step: Dedicate time weekly to study successful campaigns and practice new techniques. Attend workshops and join industry forums for ongoing education.

Example: Sullivan himself persevered by working on personal projects and seeking critiques from seasoned professionals, continually honing his craft through consistent practice.

Chapter 10: Real-World Challenges and Resilience

Finally, Sullivan discusses the challenges in advertising, including creative blocks, client rejections, and tight deadlines. Resilience and a positive attitude are crucial for overcoming these obstacles.

Actionable Step: Develop a routine for managing stress and creative blocks. Techniques can include regular breaks, physical exercise, or creative exercises like sketching or free writing.

Example: Sullivan shares his own experience at Fallon McElligott, where despite facing multiple client rejections, perseverance led to some of his best ad creations.

Conclusion: Crafting Ads That Matter

“Hey, Whipple, Squeeze This” stands out not just as an advertising manual but as a testament to the marriage of art and commerce. Sullivan’s book encourages advertisers to rise above the mediocre and aim for the extraordinary by blending creativity with strategic insight.

Actionable Summary:
1. Research both the product and the market extensively to inform your ads.
2. Focus on brainstorming big ideas that can serve as the backbone for campaigns.
3. Write multiple versions of headlines and copy until you get the most compelling combination.
4. Develop storyboards for TV commercials to align visuals and narratives.
5. Craft concise, engaging scripts and conduct voice tests for radio ads.
6. Utilize unconventional, high-impact methods in guerrilla marketing.
7. Tailor ads to the digital platform they will appear on for maximum engagement.
8. Build strong, transparent relationships with clients.
9. Continuously refine your skills and stay updated on industry trends.
10. Develop personal routines for managing stress and overcoming creative blocks.

By weaving these principles into your work, you can create ads that not only captivate but also drive results, ultimately making your mark in the advertising world.