The thought of having to chew soup (or even just imagining a soup thick enough to cut in half) is pretty gross. The ads waste no time making sure we get the message: The soup is thick.

Maybe too thick. We can all appreciate the art of exaggeration in advertising, and this one is another prime example. Even though this ad is obviously exaggerating (we hope), it still makes me a little queasy to imagine choking on a  bowl of soup.

These are totally bizarre ads that get the massage across and then after that just go a little crazy in the imagination department. While I think they are amusing ads, the faces of the people featured in them freak me out a little. The boy choking on his soup grosses me out, and the bursting eye just makes it worse. Then you’ve got the weird girl with the braces and the freakish little brother. Even more frightening is the angry waiter and the seriously psychotic looking chef in the final ad. I do not want that man cutting my soup in two.

Putting how weird I find these ads aside, they are awesome illustrations and the imagination behind them really goes a long way. Each character has a fairly distinct personality that is represented vividly with these psychotic facial montages. It is obvious that they are all pretty enthusiastic about their soup, in one way or another.

I just don’t know if I am, anymore…

Advertising Agency: Abhishek Sawant, Mumbai, India
Art Directors: Abhishek Sawant, Siddesh Telang
Copywriter: Anupam Basu.
Illustrator: Abhishek Sawant
Published: November-December 2008

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