Ketchup Doesn't Stand a Chance
Procter & Gamble roars to win at Cannes Lions.
A ketchup stain on your clothes is something you're going to have a hard time removing. Unless, that is, you are armed with Procter & Gamble's Tide Ultra Laundry Detergent!
In a stunning advert for Tide, crafted with CINEMA 4D, a nasty ketchup stain is depicted as a small team of football players wearing bright red uniforms. Closing in all around the red ketchup team is Team Tide - an unstoppable sea of thousands of football players clad in white! "Ketchup doesn't stand a chance," states a clothes label in the corner of the mesmerizing ad. Clearly!
Two further ads dish out similar punishment to those other loathed stains: Mayonnaise and soy sauce. They simply stand no chance as wave upon wave of knights and police officers close in. It's enough to make you want to squeeze sauce onto your clothes just to get Tide to wipe out the stain!
This inspiring campaign by Saatchi & Saatchi New York romped to a memorable win at the "Olympics of Advertising". Procter & Gamble scooped the coveted Best-of-Show Grand Prix in the press category at the Cannes Lions International Advertising Festival, the world's largest and most revered advertising competition.
Illustrated by long-term CINEMA 4D user Simon Danaher, the Tide adverts were crafted using CINEMA 4D's breakthrough "MoGraph" module. With MoGraph, all manner of clone-based effects, be they simple shapes, words or football players are easily achieved in record time without writing a single line of script.
"I couldn't have done without CINEMA 4D and MoGraph," said Danaher. "I couldn't find any other 3D app that gave me the flexibility and artistic control without scripting that I needed for the Tide campaign."
CINEMA 4D's ability to quickly deliver any idea as a stunning visual makes it the ideal choice for sparking life into any product, no matter how unglamorous.
"You don't have to have a cool, sexy product to do a great ad," said Bob Scarpelli, chairman and chief creative officer at DDB Worldwide and Press jury president. "This is a pretty mundane product, and they did something brilliant with it."
About Simon Danaher
Inspired by minimalism, technology and retro kitch freelance digital artist Simon Danaher creates original and arresting artwork. From slick and sexy portraits to vast, intricately detailed digital canvases he combines technical skill with a keen eye for beauty in the execution. For more information, visit
www.simondanaher.com.