Saatchi & Saatchi, New York received the Grand Prix for three print advertisements for Ultra Tide Stain Remover. "They basically took the long-standing equity of the product and found a brilliant, contemporary new way to bring it to life," said jury president Bob Scarpelli, chairman-chief creative officer, DDB Worldwide. "Soy Sauce," "Mayo" and "Ketchup" all feature an image of a mass of people surrounding and outnumbering a smaller group representative of a stain. "Soy Sauce's" stain is represented by a small band of ninjas ready to fight. The jury cited that attention to detail—including the stitching around the Tide logo, which made the ad look as though it were a piece of clothing—as one of the key factors in the win.
Mr. Scarpelli said that while all the Gold Lions winners were in the running for the Grand Prix, Saatchi's campaign for another P&G brand—Glide Dental Floss—was the main contender. Del Campo Nazca Saatchi & Saatchi, Buenos Aires was also recognized for its work on P&G's Ariel, the international version of Tide. The P&G domination of the Press category was a signal from the jury that you don't have to be a sexy brand to have award-winning creative work. "We owe a debt of gratitude to P&G for creating a model where you can do both great and hard working work," said jurist Julian Watt, executive creative director, Net#work BBDO, South Africa. "Go home," he told creatives, "and don't ever say you can't do great work for a difficult [brand]."
P&G and Saatchi also received a Silver Lion for Tide Coldwater Detergent work. Mr. Scarpelli charged this year's Press jury with creating a show to inspire young creatives to find ways to reinvent an old media. "We wanted to send a message that you don't need technology," he said. "What you always need is a simple idea based on a simple insight communicated in simple ways on a simple piece of paper."