You need this:
http://www.amazon.com/Altus-Athletic-Nylon-Barbell-Pad/dp/B001FB5UL2
I couldn't do them without mine. I see a lot of guys in videos not using them, but for me, it's a must have. As the other guy said, they might scream wuss, but I'd rather be doing them than be limited due to pain in my upper spine.