Cannes 07

P&G Is Finally a Lions Tamer

Saatchi Wins Press Grand Prix for Three Print Ads for Tide Product

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CANNES ( -- A.G. Lafley finally has some of the creative awards he has been pining for. Procter & Gamble Co. campaigns were recognized today not only with the Press Grand Prix, but also with several Gold Lions as well.

Saatchi's 'Ketchup' ad was part of the Grand Prix-winning trio for P&G's Ultra Tide Stain Remover.
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Ultra Tide Stain Remover
The big winner was Publicis Groupe's Saatchi & Saatchi, New York, which received the Grand Prix for three print ads that put an interesting spin on a practical product: 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. The soy sauce stain, for example, 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.

Other contenders
Mr. Scarpelli said that while all the Gold Lions winners were contenders 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 marketer's don't have to have a sexy brand to earn 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, Network BBDO, Johannesburg, South Africa. "Go home," he told creatives, "and don't ever say you can't do great work for a difficult [brand]."

Coup for Lafley
P&G and Saatchi were also received a Silver Lion for Tide Coldwater Detergent, all in all a coup for Mr. Lafley, P&G's chairman-CEO. In 2003 Global Marketing Officer James Stengel led P&G in its first trip to the International Advertising Festival and the following year Mr. Lafley led an even larger contingent of executives from the packaged-goods giant.

"It's not enough to just go to Cannes," Mr. Stengel told Ad Age in 2004. "We want to win at Cannes."

Mr. Scarpelli asked this year's Press jury to create a show that would 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."
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