LAURA SCUDDER DIV | SUPERMARKET | 1965
When Sound Proved Freshness / LAURA SCUDDER "SUPERMARKET"
It's 1965, right around the time supermarkets were becoming part of everyday American life. This film, made by the California potato chip brand Laura Scudder together with DDB, won the Grand Prix.
The problem
Laura Scudder was a brand known for the slogan "the noisiest chips in the world."
The insight
That crunchy sound is proof of freshness. So why not just exaggerate the sound itself? That was the idea, developed by DDB art director Len Sirowitz.
What happened
This work was later inducted into the Clio Hall of Fame for good. It's one example of how the sharp wit DDB sharpened on accounts like VW and Avis was also poured into work for a regional brand.
Afterthought
The brightness of the supermarket, the thrill of opening a bag, a family gathered around the table. The idea of telling a story of freshness through sound feels obvious now, but it's only obvious because someone did it first. The fact that a Grand Prix from 60 years ago is still remembered today is a testament to the power of being that "first."
Awards
- Cannes Lions Grand Prix 1965
