The Advertising Creative's Bible

I just finished reading Luke Sullivan's, Hey Whipple, Squeeze This: A Guide To Creating Great Ads, for the second time, and I'm sure I'll read it many more times in the years to come.

The book is the advertising creative's Bible and is required reading for all those who aspire to advertising greatness. Sullivan tells it like it is and tells us the way it should be. The book is geared more toward copywriters than art directors but Sullivan's primary focus is the brilliant idea behind the ads, not the execution.

The book's one drawback is that, like the Bible, it's old. The ever-changing advertising game moves fast. The book was written before the rise of Web 2.0 and the many other places advertising seeks to dominate the world. Sullivan simply looks the future by preaching evolution and solid strategy.

If you haven't read this book; it's time to come to Jesus. If you've read it before, it's time top renew your faith in the church of advertising and read it again.