Soy Sauce: The Movie

Kikkoman is ready for its close-up

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Thanks to the invention of product placement, a brand with deep enough pockets can buy its way into any movie it wants. Now, Kikkoman soy sauce has upped the ante—by simply making the whole movie.

Directed by Lucy Walker, Make Haste Slowly covers the 600-year history of Kikkoman in 24 minutes, from its founding in feudal Japan to the cultural challenges of building its first U.S. plant—the sort of detail no :30 ad (let alone a product placement) could ever cover.

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