Hey,Whipple, Squeeze This
A Guide to Creating Great Ads

Third Edition LUKE SULLIVAN

John Wiley & Sons, Inc.

Hey, Whipple, Squeeze This

Adweek Books address the challenges and opportunities of the marketing and advertising industries, written by leaders in the business. We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines.

Great Books from the Adweek Series Include: Disruption: Overturning Conventions and Shaking Up the Marketplace, by Jean-Marie Dru Truth, Lies and Advertising: The Art of Account Planning, by Jon Steel Perfect Pitch: The Art of Selling Ideas and Winning New Business, by Jon Steel Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition, by Adam Morgan Life after the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising, by Joseph Jaffe Pick Me!: Breaking Into Advertising, and Staying There, by Janet Kestin and Nancy Vonk Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising, 3rd Edition, by Luke Sullivan

Hey,Whipple, Squeeze This
A Guide to Creating Great Ads

Third Edition LUKE SULLIVAN

John Wiley & Sons, Inc.

Copyright © 2008 by Luke Sullivan All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the