Soy sauce

June 2007

Soy sauce doesn't stand a chance
Tide 2x ultra

Advertising Agency: Saatchi & Saatchi, New York, USA
Chief Creative Officer: Tony Granger
Executive Creative Directors: Jan Jacobs, Leo Premutico
Creative Director: Audrey Huffenreuter
Art Director: Mark Voehringer
Copywriter: Jake Benjamin
Digital Artist: Aaron Padin
Art Buyer: Alli Taylor
Illustrator: Simon Danaher

Comments (24)

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Kay's picture
Activity Score 161

Two tumbs up!

Spanky's picture
Activity Score 4899

this one doesn't make sense. are they cops fighting cops? that doesn't work. cops fighting robbers? well, cops wear black too (or dark blue) so that doesn't work either. aside from that, i wouldn't even know they were cops except that's the title of the ad.

intriceight's picture
Activity Score 22

if you open the image in photoshop and zoom in, you can see that they are all holding doughnuts in one hand and batons in the other, which you would easily be able to see in print. cops do wear lighter colors in several jurisdictions, and they are fighting samurai. great ads!

Spanky's picture
Activity Score 4899

dark blue is pretty universal in the US. but it could be another country. regardless, i'd put my money on 20 ninjas with swords over 1000 cops with batons. so it looks like the saki stain is here to stay. should have been samurai vs. ninjas.

tr3n00ps's picture
Activity Score 78

You are all off. The guys in black are Cat Burgulars - thieves of the night. They have crobars, flash lights and money sacks in their hands. They are not Ninjas or Samurais.Gold is the color of Treaffic cops or highway patrtol.


Spanky's picture
Activity Score 4899

it makes sense now that ivan posted the closeups.

mrtalented's picture
Activity Score 2171

corrupted cops? i don't think soy sauce is relevant to cops. make it white Samurais vs black Ninjas. that'll do.

addyhoch10's picture
Activity Score 2592

ha! i'd love to see the samurai. that'll be nice.

nice campaign though

dr_hasan's picture
Activity Score 18

very good

klaussnow's picture
Activity Score 1645

yay! love it.

... its already been done...

DarkSide's picture
Activity Score 1066

I like this campaign. Like the visual very much.
If the image was more real (instead of looking too much 3d, CG) I would say that it was a sure Cannes 07 winner.

Totto's picture
Activity Score 685

A glorious bright light always makes you close your eyes.

Intelligent ads are the need of the hour.

No fixed abode's picture
No fixed abode
Activity Score 380

This just won the print Grand Prix. Thought I'd see what all the fuss was about. Meh

I like the ninjas' chances. The cops are all too bunched to make use of their overwhelming numbers.

sloppy2nds's picture
Activity Score 6

Yeah its cool, but here's a challenge for you. Try find more than one magazine it ran in!

Spanky's picture
Activity Score 4899

good point. it's a US ad from a major agency for a huge client. but i've never seen it outside of ad websites. i'm guessing it appeals more to us than your average 35 year old mother of 3.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

I go through quite a few magazines every week. At least I try to. And that includes Good Housekeeping, Cooking Light, Better Homes & Gardens, People, Martha Stewart Living and all kinds of other low-brow mags, but I have yet to come across this campaign. Anywhere.

bright rhino's picture
bright rhino
Activity Score 118

Tony Granger is freakin' amazing. Saatchi and Saatchi NY has been doing so much great work with him at the helm. What's really amazing is that all of their recent mind-blowing work is done by different creative teams. Which is very telling of what a phenomenal creative leader TG is. Bravo. This isn't work for tatoo parlors and condom manufactureres either. This is work for real, tough P&G clients. Amazing. ECD's and CCO's everywhere should take note from Granger.

TopJeff's picture
Activity Score 479

This is really a great campaign. This, the ketchup and the mayonnaise versions are all so creative and so on-concept.


TopCreatives, the premier online community for creative pros.

bright rhino's picture
bright rhino
Activity Score 118

Ivan thanks for posting the close-ups. I love the praying football player.

euclid the greek mathematician's picture
euclid the gree...
Activity Score 98

IT'S NOT SAMURAI'S --- THEY'RE ROBBERS my friend-- if you look closer you the money and the flashlight

sloppy2nds's picture
Activity Score 6

Bright Rhino your nose is so brown now i hope this Granger gives you a big fat payrise. Yes i agree Bright Rhino, ECD's and CCO's should take notes from Granger on how to do scams. Thank you for your useless ramblings.

bright rhino's picture
bright rhino
Activity Score 118

Don't be so disgruntled sloppy. Good CCO's are like bulldozers. They move all the fearmonging naysayers out of the way so the ideas can be presented and sold.
Buck-up, little camper.

velle's picture
Activity Score 1550