Kikkoman aimed to encourage their consumers to use their soy sauce on a daily basis, not only with Asian food.
Our answer was to recreate the story of one of France’s most well known chefs. As the story goes, Vatel cooked for Louis de Bourbon, and was asked to prepare a three-day banquet for Louis XIV and 2,000 guests. During this banquet everything went wrong for Vatel since his most important ingredients, such as the seafood, did not arrive on time. The chef was so disappointed of not having performed his most excellent dishes for the King that he ended up taking his life.
For this ad, we took a twist to the story and insinuated that it was not really the food that did not arrive on time, but his secret ingredient: Kikkoman sauce.