SUB CATEGORY :

SCRIPT

COMPANY ENTERING :

TAIYO KIKAKU CO., LTD., TOKYO

TITLE :

TOO SHORT FOR TV ADS CAMPAIGN

BRAND :

ARON ALPHA®︎

ADVERTISER :

TOAGOSEI CO.,LTD.

AGENCY :

YOMIKO ADVERTISING INC., TOKYO

CREATIVE DIRECTOR :

HARUKA ICHIKAWA

COPYWRITER :

SHOHEI HASHIMOTO

DESIGNER :

GAKU ISHINE

ACCOUNT EXECUTIVE :

YUJI AOKI/TATSUHIKO ABE

PLANNER :

AKARI HIGO/YUYA NABAE

MEDIA AGENCY :

YOMIKO ADVERTISING INC., TOKYO

PR DIRECTOR :

KOHEI SUETANI

FILM PRODUCTION COMPANY :

TAIYO KIKAKU CO., LTD., TOKYO

DIRECTOR :

YOSHIHIKO YAMAMOTO

CINEMATOGRAPHER :

SHUNICHIROU YAMAMOTO

GAFFER :

AKIHIRO SOMEYA

FILM PRODUCER :

MARIKO TSUTSUMI

PRODUCTION MANAGER :

RAN TAKAHASHI

PRODUCTION DESIGNER :

YOSHIHIRO NOSE

ANIMAL :

M.DOGS

CHUIRANG RHEE HAIR AND MAKEUP :

TAKANORI KAKO

EDITOR :

TOMOYA ITABASHI

COLORIST :

NAOTAKA TAKAHASHI

FLAME ARTIST :

JUN HATANO

SOUND DESIGNER :

AYAMI FUJIWARA

MUSIC COMPOSER :

TAIYO HIGUCHI

ENGLISH SYNOPSIS :

AN INSTANT GLUE ARON ALPHA BONDS MATERIALS IN JUST 5 SECONDS. IN ORDER TO APPEAL THAT TO ALL GENERATIONS, WE AIRED A TV AD THAT HAS “LEFTOVER TIME.” WE EXPRESSED THE SPEED AND CONVENIENCE OF THE PRODUCT BY PURPOSELY REMAINING THE DURATION OF THE 15 SECONDS OF THE COMMERCIAL SLOT. IN THE EXTRA TIME, UNRELATED IMAGES WERE SHOWN, SUCH AS A NOSE FLUTE PLAYER AND THE COMPANY PRESIDENT’S MOSAIC ART. IN ADDITION, WE INTENTIONALLY “STUCK” A GRAIN OF RICE TO THE CHEEK OF THE NOSE FLUTE PLAYER.

ENGLISH CONTEXT EXPLANATION :

OUR TARGET IS “ANYONE WHO HAS EVER BROKEN SOMETHING.” IN JAPAN, THERE IS A CULTURE CALLED “MOTTAINAI,” WHICH VALUES TO FIX BROKEN THINGS AND REUSE WITHOUT THROWING THEM AWAY, BUT IN RECENT YEARS, THERE ARE SOME OPINIONS THAT IT SEEMS DIFFICULT TO FIX THINGS WITH ADHESIVES. IN RESPONSE TO THIS, WE AIRED A TV COMMERCIAL THAT SAYS, “IT ONLY TAKES 5 SECONDS TO FIX, SO THERE’S SOME EXTRA TIME.” WE SUCCEEDED IN APPEALING THE CONVENIENCE TO ALL TARGETS.