P&G came through big this year at Cannes. The leadership at the CPG giant had been really pushing for creative awards and this year they got them. Leading the pack was some nice print work from Tide via Saatchi.
At the heart of this work is what makes every great ad brilliant: keeping is stupid simple.
Cannes jury President Bob Scarpelli of DDB summed it up perfectly:
"We wanted to send a message that you don't need technology. What you always need is a simple idea based on a simple insight communicated in simple ways on a simple piece of paper."
Full article here.
Update: Just noticed paul's post... he was drawn to the same quote, as I hope we all are! The least I could do is share a different execution from the campaign. So there it is, the 'mayo' piece. Here are soy_sauce and ketchup.
