This book has been on my shelf for months, and I have no idea why I haven't reviewed it yet, because it's great. It's written by someone who really knows what they're talking about. It's entertaining and informative, and it's subtitled 'A Guide To Creating Great Ads'.

Praise for 'Hey Whipple, Squeeze This'…

It's a perfect lesson in advertising for newcomers - and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession. Lee Clow, Chairman, TBWA Chiat/Day, Chief Creative Officer, Worldwide The most informative and entertaining book about life as it really is in the creative department of an advertising agency. Even account men could write great ads after reading it. Tim Delaney, Leagas-Delaney, London

Here's the full list of chapter headings:

1. Salesmen Don't Have to Wear Plaid (Selling without selling hard) 2. A Sharp Pencil Works Best (Some thoughts on getting started) 3. A Clean Sheet of Paper (Making an ad - the broad strokes) 4. Write When You Get Work (Making an ad - some finer touches) 5. In the Future, Everyone Will Be Famous for 30 Seconds (Some advice on making television commercials) 6. Radio is Hell. But It's a Dry Heat. (Some advice on working in a tough medium) 7. "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore" (Working out past the edge) 8. Only the Good Die Young (The enemies of advertising) 9. Pecked to Death by Ducks (Presenting and protecting your work) 10. A Good Book or a Crowbar (Some thoughts on getting into the business) 11. Making Shoes versus Making Shoe Commercials (Is this a great business or what?)

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The title of the book is a reference to a certain 'Mr Whipple' who used to sell toilet paper in television commercials the author watched as a child. And in many ways this is a very personal book; we get to see the first ad the author ever wrote, and a lot of personal opinion too. Which you can't fault, because Luke Sullivan has been named as one of the top advertising writers of the century by Adweek, not just once, but twice.

It's a refreshing and highly informative read for anyone responsible for, or interested in, how to produce great advertising.

Here's one last comment…

In an advertising world filled with glib, fast-talking 'experts' more adept at arranging lunch than writing ads, Luke Sullivan is the exception. Here, at last, is a step-by-step primer for anyone interested in writing effective, powerful, breakthrough ads. Tom McElligott, Co-Founder, Fallon McElligott