It’s been a while since I’ve written about one of my favorite topics- TV commercials.
Commercials are like the tweets of the video world, trying to get their message across in less than one minute. Not only is there usually good music and humor, but the commercial also has to try and sell you a product. And all this in about a minute or so. Quite impressive if you ask me.
The most recent one to catch my eye (it’s actually from January 2021) is from and its Canadian ad agency Rethink. The ad invited consumers across five continents to “draw ketchup.”
In partaking in the experiment, the only thing that subjects “knew was that they were participating in an anonymous social experiment for a commercial,” says Rethink Managing Partner and ECD Mike Dubrick. “They had no idea what brand it was for.”
The campaign highlights the global iconicism of the brand and its packaging. Heinz took some of the sketches so far (even the poor ones) and is featuring them in an online video as well as digital billboards.
Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada, noted, “We wanted to uncover that instinctual and intuitive association consumers have between ketchup and Heinz. When we anonymously asked consumers to simply draw ketchup, we learned that when people think ketchup, they think and visualize Heinz—everything from our deep red colour and distinctive name to the keystone label and, of course, our iconic glass bottle.”
Heinz is also inviting others to join in the fun and add their own drawings at DrawKetchup.ca. Through Jan. 31, Canadians can submit their drawings on the site for a chance to win one of 250 custom Heinz bottles featuring their label.
You can see some of the billboards and bottles featuring these drawings in the image at the top of this post.
If I were one of the participants, my drawing would be a tall rectangle, with a much smaller rectangle on top, colored in using a combo of orange and red crayons, with the word ketchup on it. Needless to say, my drawing would not have been selected for any highlight reel.
Anyway, here’s the commercial:
*image from Pinterest