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Soy sauce

Published/Aired: 
June 2007
 Soy sauce
 Soy sauce

Description

Caption

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
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Highest Rated

dr_hasan's picture

very good

dr_hasan
Activity Score 18
Creative Director
Kay's picture

Two tumbs up!

Kay
Activity Score 161
Art Director
Spanky's picture

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.

Spanky
Activity Score 4899
Other
intriceight's picture

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!

intriceight
Activity Score 22
Graphic Designer
Spanky's picture

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.

Spanky
Activity Score 4899
Other
tr3n00ps's picture

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.

-trenoops

tr3n00ps
Activity Score 78
Graphic Designer
Spanky's picture

it makes sense now that ivan posted the closeups.

Spanky
Activity Score 4899
Other
mrtalented's picture

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

mrtalented
Activity Score 2171
Creative Director
addyhoch10's picture

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

nice campaign though

addyhoch10
Activity Score 2592
Art Director
dr_hasan's picture

very good

dr_hasan
Activity Score 18
Creative Director
klaussnow's picture

yay! love it.

klaussnow
Activity Score 1645
Art Director |

... its already been done...

DarkSide's picture

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.

DarkSide
Activity Score 1066
Other
Totto's picture

A glorious bright light always makes you close your eyes.

Totto
Activity Score 685
Copywriter |

Intelligent ads are the need of the hour.

No fixed abode's picture

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.

No fixed abode
Activity Score 380
Copywriter
sloppy2nds's picture

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

sloppy2nds
Activity Score 6
Copywriter
Spanky's picture

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.

Spanky
Activity Score 4899
Other
Jet Propulsion Lab's picture

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.

Jet Propulsion Lab
Activity Score 10679
Copywriter
bright rhino's picture

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.

bright rhino
Activity Score 118
Art Director
TopJeff's picture

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

Jeff

---------------------
TopCreatives, the premier online community for creative pros.

TopJeff
Activity Score 479
Marketing Manager
ivan's picture
ivan
Creative Director at Ads of the World
bright rhino's picture

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

bright rhino
Activity Score 118
Art Director
euclid the greek mathematician's picture

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

euclid the gree...
Activity Score 98
Art Director |

http:\\www.artissionary.blogspot.com

sloppy2nds's picture

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.

sloppy2nds
Activity Score 6
Copywriter
bright rhino's picture

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.

bright rhino
Activity Score 118
Art Director
velle's picture

LOVE

velle
Activity Score 1550
Copywriter
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