Tomato sauce is how you camouflage the fact that you charcoal-ed rather than flame-kissed the steaks. That you don’t really know how to boil and egg. And that you put veggies in the kids’ pasta.
In real life, it’s the panacea for just about everything that can go wrong in cooking.
It would be brave nonetheless (not to mention delightfully creative) for Heinz, and its Brazilian agency, Africa, to create an ad that leads with this observation. But it would also be very clever. It has the potential to put a jar of Heinz tomato sauce into every pantry.
Africa is the agency that tends to create a lot of brave ideas. So it has. The campaign is called Mistakes.
Credits
Agency: Africa
Chief creative officer: Sergio Gordilho
Creative director: Sergio Gordilho
Copywriter: Tiago Abreu
Art Director: Linus Oura
Client service: Paula Coelho, Luisa Vissotto & Bárbara Sarquis
Media team: Luiz Fernando Vieira, Rodrigo Famelli & Gabriel Roveri
Illustrator: Mathiole (Norte)
Production: Carla Lustosa & Edson Harada
Art buyer: Carmen Castillo & Natasha Grazia
