CANNES, FRANCE Saatchi & Saatchi here won the Press Grand Prix for an Ultra Tide Stain Remover campaign.
The ads, "Ketchup," "Mayo" and "Soy Sauce," illustrate the detergent's cleaning power as swarms of tiny people attack the stains to show no matter what the mark, it "doesn't stand a chance."
"We thought it was a new way to use the page," said Bob Scarpelli, chairman, CCO at DDB Worldwide and president of the Press jury. "It surprised us. It involves and engages you and the more you look at it the more fun it becomes."
The jury considered nearly 7,000 entries and awarded 12 gold, 24 silver and 36 bronze Lions.
The jury came to a swift decision about the Grand Prix winner, said Scarpelli, as the campaign consistently received the highest scores during the four-day judging process.
The jury stressed that the Grand Prix winner should serve as inspiration to the advertising business. "I'm proud the work sets such a good example to go back to my country and say don't ever say you can't do great work for a difficult work," said South African juror Julian Watt, ecd at Net#work BBDO. "This is some of the best work I've ever seen and it's fantastic that it is Procter & Gamble. I think we owe a large debt of gratitude to P&G for creating a model for doing highly creative and hard-working work."
Saatchi New York also won two other Lions for its P&G work: a gold for a Glide Dental Floss campaign that represents the food stuck between teeth with body copy, and a silver for a Tide Coldwater washing detergent campaign that features structures such as the Empire State Building made of the soap bottles to demonstrate how much energy can be saved by using the product.
U.S. Press winners also included TBWA\Chiat\Day, New York, which won a gold for its Snickers work; Team One, El Segundo, Calif., which won a silver for an El Segundo Police Department campaign; and Ogilvy & Mather, Chicago, which won two bronze Lions, one for a Dove Pro-age Skin Care campaign and a second for a Landmarks Preservation Council of Illinois campaign.
"We were hoping to find ideas that could reinvent the page, but ultimately we wanted to send a message to the young people in the industry you don't need all the latest technology," said Scarpelli. "What you need is a simple idea, based on a simple insight, communicated in a simple powerful way on a simple piece of paper. I think we all really believe that the ideas we honored today do that."