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Agency Network: 
March 2011


Print advertisement created by Publicis, Ecuador for Maggi, within the category: Food.


With a soup, you're always at home.

Advertising Agency: Publicitas/Publicis S&S, Ecuador
Creative Director: Mariano Ponzano
Art Directors: José Iturralde, Mariano Ponzano
Account Director: José Gabela
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kleenex's picture

I love the concept.

Activity Score 52778
Web Designer/Developer
Ron Burgundy's picture

I like the idea, art direction seems dark for such a warm idea

Ron Burgundy
Activity Score 1630
Art Director at Southern California
Itumeleng _obsessive re-thinker's picture

Yep i totaly agree.... copy is also enticing nontheless

Itumeleng _obse...
Activity Score 78
atb2005's picture

The dark background or "art direction' makes the logo, text, and soup plate stand out.. Perfect, as it is.

Activity Score 13557
bakamono's picture

On a dark gloomy day all you really want is some warm soup for your soul. That is the reason they went for dark instead of a happy rainbows and unicorns day.

Activity Score 1002

because therefore it is

Ron Burgundy's picture

I see your point :)

IDK, Im just not feelin everything dark...maybe a light on in the house so I know he/she is enjoying it.

cool campaign though.

Ron Burgundy
Activity Score 1630
Art Director at Southern California
thedesignaddict's picture

I like the idea. I don't like the parchment paper background though. It don't seem relevant or connected to anything.

Activity Score 5403
Art Director at Freelance
HappyHour's picture

I'm confused as to why people like these.

The two lines of copy contradict each other. Headline says soup can make anywhere home, tagline says "true magic" only happens at the real home.

If there was ever an idea here, it was lost in the process. These ads would work for some sort of soup-on-the-go...but as it is now, it's just an ad for the soup category, and an inane one at that.

Activity Score 2381
Vingy's picture

You make soup on your home and then you take it to your job...

Activity Score 474
Copywriter at Advance
atb2005's picture

There is nothing lost, HappyHour. Everything makes sense. I like your avatar. Very cute.. haha

Activity Score 13557
HappyHour's picture

What's Maggi's USP here?

Activity Score 2381
abake's picture

I like the idea of a soup making you feel at home and how it was executed, but the art isn't that nice.
As for the selling line, I suppose they are stuck with it from some global guideline.

Activity Score 1262
RMG Connect Colombia
mattndan's picture

Apart from the lines contradicting each other these are good. The insight is spot on.

Activity Score 953
bakamono's picture

Yeah not sure why they thought that parchment paper background was the way to go here. I like the line "With a soup, you're always at home." Home can be anywhere, your home now or maybe when you were a kid. I agree that the yellow tag slogan is out of place.

Learning something new everyday ;P

Activity Score 1002

because therefore it is

rakhal's picture

Good idea, Bad art, Ugly ground

Activity Score 141
Creative Director at Working at Core One Communications as head of creative
wildbore's picture

effective & nice!

Activity Score 749
Creative Director at - - -
shahidali's picture

Creating a literal visual for 'anywhere at home' is not the cleverest idea for Maggi. I agree to the comments above on the gloomy atmosphere. A brand like maggi should not associate itself with such gloom. Its not overcast, its gloom.

Activity Score 4067
Dhaka, Bangladesh |


shortafella's picture

great idea and great print!

Activity Score 1063
Copywriter at GRAFFITI BBDO |

mattndan's picture

I don't mine the dark/overcast look. There's nothing better than having a flask of soup to warm you up on a cold,rainy winters day.

Activity Score 953
mr.x's picture

weak as hell

Activity Score 998
Forsbergs Skola
bobby666's picture

good concept and great execution. i like it

Activity Score 1460
RMG Connect, India
antoniobac's picture

nice work

Activity Score 192
Lazarus's picture


Activity Score 1536
Creative Director
Arce's picture

I like the idea, good job, but the art direction is poor.

Activity Score 20
Creative Director |


brisham's picture

cool. i like it

Activity Score 18