Soup-er Ad

Before I start, I would like to apologise for the title of this post. I am truly sorry.
These were created by Publicis, Ecuador for Maggi Soup and I absolutely love the art direction. They create a gloomy, cold and dark feel and force you to imagine having the warm soup. It's a great idea, and I think the copy isn't half bad too. However, the tagline 'true magic happens in the kitchen' is very contradictory. The main copy is suggesting that the soup warms you up whilst at work and makes you feel comfortable and right at home. However, the tagline suggests that this can only happen in the kitchen. This is how I read it anyway. You may read it differently. Despite this, I love these ads and the feeling they create, and it's great that the product is offered as the solution.


  1. ch.. ch.. ch.. ch.. charmin'.