AMV/BBDO

This spot for Heinz from AMV/BBDO London takes me back to the TBWA "Absolut Houdini" print ad. By removing the product AMV/BBDO is using a reverse psychology like approach to show how integral a part the product- and more importantly, the brand- is in our lives. The agency knows it can only pull off a trick like this with a classic, embedded brand like Heinz. To add another layer of genius, they show people from varying generations using the bottle with different meals and extracting the ketchup in different ways. It gives an element of individuality to peoples' interactions with the long-loved brand.