Hey, everyone. I’m a writer by trade. Been writing since about 6th grade. In fact, that’s when I started my first diary and have been keeping one ever since. I was a copywriter or creative director for about 33 years. Worked at Fallon McElligott and The Martin Agency, among others. I wrote a book on advertising back in ’98. It’s now in its fourth edition and is used in colleges and ad schools all over. Its new title (I didn’t write the subtitle) is Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising and is available on amazon. And as of October 15, 2012, my second book comes out, a memoir titled Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic, also at amazon and Barnes&Noble.

115 Responses to “About”

  1. [...] difference is beautifully summed up by Luke Sullivan in his book, the famous Hey Whipple, Squeeze [...]

  2. Hi Luke,

    Funny coincidence, we’ve both done concept/copywriting for Jack Smith of Roanoke. Long time ago unfortunately. I now own a company, TranquilityTV.

    TranquilityTV is a seven year old company that places our TV channel of therapeutic and compelling relaxation film with music mostly in hospitals.

    We’ve acquired special footage and are creating a mass-consumer app, everything is finished other than the coding and marketing.

    Thought you might know of an agency who could do that in return for equity in the TranquilityTV App. Pretty sweet deal considering the two top apps in this category have made over $7 million. And they don’t even compare to what we’ve put together.

    Take a look at the TTV App website below, then let’s talk for a few minutes.

    Robby Lee Feldman
    President/Marketing Director
    (direct line) 615.361.5005

  3. Luke!
    I teach Ad Copy and other communication courses. Your book is the best textbook I have ever used for any class. Period.
    The students don’t hate it. Thanks for making it fun.
    :) Mark

  4. Laurie Asunma says:

    Hi Luke,

    I just finished reading Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic…it was incredibly moving and well written. Little did I know it, but we had way too many things in common when I met you behind the Rochester Y while learning to blow smoke rings in 1966.

    Write another soon! You don’t suck at all.

    Laurie (Christensen) Asunma

    • heywhipple says:

      WOW! Hey Laurie. First off, thanks for the kind words about the book. But tell me, what do you remember of blowing smoke rings behind the Y? Were you in my grade at Central Junior High? I graduated Mayo class of ’72. Did we hang out? I love this kinda stuff.

      • Laurie Asunma says:

        Sorry, I didn’t see that you had responded to me after I read your book. Yes, I did go to school with you and I would be happy to give you the lowdown on smoke rings, I just don’t want to see it on the internet.

        Not sure if this gives you my e-mail address?

  5. Brenda Daly says:

    Dear Luke,
    I’ve just finished reading your memoir, THIRTY ROOMS TO HIDE IN, and I want you to know that it had a powerful effect upon me. I too grew up with an alcoholic and abusive father, along with six siblings, and it was such a great relief for me to read such an honest account of the experience–and its aftermath. I have written about my struggle to survive in a personal-scholarly book titled AUTHORING A LIFE, but I haven’t fully explored the ways that my father still haunts me. I had just begun an essay titled “My Father’s Funeral” when I found your book at Barnes and Noble in Edina. Incidentally, I might have begun teaching at John Marshall High in 1964 if I had accepted their offer to teach English and journalism. Instead I began my teaching career in the Twin Cities. Thanks for your fine memoir.
    Brenda Daly,
    University Professor of English Emeritus
    Iowa State University, Ames, IA

    • heywhipple says:

      Hey Ms. Brenda: Thank you soooo much for the kind words about THIRTY ROOMS. Sorry to hear you had a similar background. But life goes on, and for me, the road has been long and good.

  6. Bob Chapman says:

    Hey Luke remember me! I use to work with you in NYC when you were @ DFT. Looks like great reading!
    Btw I used to work with the guy who came up with *please dont squeze the Charmin. I think we did some kings dominion spots when you were at Martin ( guy dressed up as a dog sneaking in) I think.
    I have a lot of catching up to do when I snag your books

  7. Kathy says:

    Hey Luke. Just finished reading Thirty Rooms to Hide In for our June bookclub book. I loved the humor you were able to add to such a powerful and emotional subject. I enjoy your style of writing and the family pictures added with each chapter along with copies of some of the documents add such a great personal touch. I would love it if you would write a follow up to this. Do you ever call into bookclubs? I know that I and other members of our group would love to have a discussion with you. Keep writing!

    • heywhipple says:

      Hey Kathy, sorry I am just getting back to you but I have been offline all summer and am just getting back on the grid.
      Yes, I do skype with bookclub, but am sure you guys are onto another title by now. So glad you liked it. Don’t know if you saw it,
      but I put a lot of additional material on my site Tons of my mother’s letters, family photos, films, a whole
      buncha stuff. Again, thank you for writing. -Luke

  8. Kim Taylor says:

    Hello Luke,
    Thanks for writing such a fantastic and helpful book! I teach ad copywriting at Mediabistro in NYC and always recommend your book to students. They have found it incredibly useful.
    I have a question for you about writing books on advertising: when using an ad as an example, does an author need to acquire trademark permission, or does the fact that the ad is in the public domain render it open for use as an example in a book?
    I figured you would know!
    Thank you — Kim

    • heywhipple says:

      Hey Kim. Sorry for taking 18 years to get back to you but I was off the grid for the summer. Will being posting again soon. As for your question? It depends on the risk posture of your publisher. Mine insisted that I contact each and every client and get them to sign a release. It took FOR-effen-EVER to complete. Almost three months, per edition. Fortunately, for this latest 4th edition, my publisher did not require me to get releases. Why the change, I do not know.

  9. Andy says:

    I saved your links to the Phillips ads some months ago but when I returned to them yesterday your narrative is there but the links have disappeared. Is this accidental or have the lawyers got to you?


    • heywhipple says:

      Hey ANdy: I amjust coming back on the grid after being down for the summer. Thank you for theheads up about the Phillips radio. Do not know what happened. Even my own radio seems to be down. Thanks for the heads up. Check back again some day. Appreesh.

      • Sally Blackmun says:

        Luke, thanks for getting back to me. Am particularly curious as to what the “little ones” are doing and where they are living. As I recall, both Kip and Jeff are in the Cities, Kip a lawyer and Jeff a doctor? Is your mother still alive? Susie loved Myra. Don’t think she ever returned to MN without checking in with her. And she loved the chaos at the Millstone. I was at Susie’s house this week helping her husband sort thru things as he gets ready to move out of the house. In her memorabilia box of high school memories were photos of Jeff and Steve, the Pagans’ 45, your Dad’s obit, along with an invite to Jerry H’s wedding! The book was excellent and brought back many memories of those times and people, but what a sad commentary on addiction treatment (or lack thereof), spousal abuse, divorce, etc. I am confident that Dad was also involved in your Dad’s exit from Mayo and how that was handled. Susie’s death in 2008 from ALS was hard on all of us. But she weathered the ravages of that disease with courage, dignity and humor. I took her to MN for the last time in the summer of 2006. Jane Sauer Tietjen and I somehow managed to get her in a kayak and she paddled for hours loving every minute of it. Am happy to report that her daughter Kaia and husband William are doing well. We all have been living in Orlando for the last 20+ years. My warm regards to you, your brothers and dear Myra, Sally

  10. Sally Blackmun says:

    Hi Luke
    Long time no see! We are reading 30 Rooms for our book club and it brought back so many memories of Roch and our childhood and growing up. Susie always was part of the Pagan scene which I watched from afar. I would love to talk to you before our group gets together on Sunday. If that works for you let me know how to get in touch.
    Sally Blackmun

    • heywhipple says:

      Hello Sally, sorry I haven’t contacted you. Have been off the air but am returning now with school almost in session. If it is not too late, yes, by all means, would love to chat with you. Boy, I sure loved your sister. She was a real friend of the family. If ou want, you can write to me at

  11. […] perhaps had an occasional chuckle. The last business book that really made me laugh out loud was Luke Sullivan‘s Hey Whipple, Squeeze This. I came to Bob Hoffman in a very different way. I had heard about […]

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