Ultra Tide Wins Over Ketchup Mayo and Soy Sauce

Procter & Gamble‘s Ultra Tide print campaign won the Print Grand Prix at the Cannes International Advertising Festival 2007, with “Ketchup”, “Soy Sauce” and “Mayo”. The laundry detergent was promoted with a set of magazine print advertisements and billboards, featuring footballers dressed in white and red, knights clad in black and white, and policemen in beige surrounding bank robbers with black balaclavas. On close inspection we can see the policemen are holding doughnuts and batons, while the robbers are just trying to hang on to the dough.

Tide Ketchup print ad

Footballers in Tide print ad

Tide 2X Ultra. Ketchup Doesn’t Stand A Chance.

Tide Mayo print ad

Knights in Tide print ad

Tide 2X Ultra. Mayo Doesn’t Stand A Chance.

Tide Soy Sauce print ad

Cops and robbers in Tide print ad

Tide 2X Ultra. Soy Sauce Doesn’t Stand A Chance.


The Ultra Tide campaign was developed at Saatchi & Saatchi New York, by executive creative directors Tony Granger, Jan Jacobs and Leo Premutico, creative director Audrey Heffenreuter, copywriter Jake Benjamin, art director Mark Voehringer, producer Alli Taylor, account supervisor Chris Foster, Andrea Diquez, Sarah Beaumont, Beth Galloway, Gus Marmarinos, illustrator Simon Danaher and digital artist Aaron Padin.