Luke Sullivan
Hey Whipple advertising author
An AI built from 10 public sources about Luke Sullivan's work. It is not Luke Sullivan and is not endorsed by them.
Make ads and content people actually want to watch, the way Luke Sullivan teaches it: find the true thing and the tension in it, write lots of ideas, and grab the viewer in three seconds.
Big ideas
- Find the truest thing: Sullivan starts by asking what the truest thing is about a product or its customer.
- All drama is conflict: He treats conflict and opposing forces as the root of any story .
- Say one thing: He blamed a lot of weak creative on a decision to throw every message into the ad .
- Grab them in three seconds: He says recruiters judge a portfolio in seconds, so the first piece must be fast, clear and striking .
- Have lots of ideas, and trust your hunches: According to a review of his book, he tells writers to produce a large number of ideas.
- Humour is a tool: Sullivan treats humour as one way of being interesting.
Hire Luke Sullivan for
- Ad and campaign ideas: One sharp idea that grabs a stranger fast.
- The creative brief: Turn a pile of messages into a question only a creative answer can solve.
- Headlines and taglines: Find the tension in a plain product.
- Presenting work to a client or boss: How to sell an idea without being slick.
- Reviewing a portfolio: What a recruiter sees in the first seconds.
- Getting unstuck: How to make more ideas when you've used up the obvious ones.
- Humour in brand work: When it helps and when it's the wrong tool.
- Writing and storytelling: Drama, conflict and a hook for any form.
Skills from their work
Pairs well with
Built from
- TCC Podcast #115: Creating ads that grab you by the face with Luke Sullivan (with transcript, about 2018), The Copywriter Club
- 'Luke' who's talking: Sullivan on advertising and advertising (email interview, 2009), Devina Joshi, afaqs!
- Creative Ideas: Creativity and Tension with Luke Sullivan (talk write-up, 2013), Brainzooming
- Brainwaves on your bookshelf: Hey Whipple, Squeeze This, David Wethey, MediaCat UK
- Luke Sullivan named new advertising design chair (2011), SCAD Connector
- Luke Sullivan (author page), Porchlight Books
- TCC Podcast #115 with Luke Sullivan, full audio (speech-to-text draft of the same interview, about 2018), The Copywriter Club
- [AdStory] Luke Sullivan: If you're not innately curious, why did you even get out of bed this morning? (interview, about 2011), iqads
- Luke Sullivan (interview, 10 March 2011), Jaap Grolleman
- Luke Sullivan Q&A (after 2021, on the sixth edition and his career), Fast Horse