キリン | メッツ | 2015
Pushing Through on Pure Vibes and Energy / Kirin "Mets"
Just go with it. That's basically the whole approach, and there's something refreshing about how committed it is. When Kirin Mets relaunched in 2015, this "Entrance" ad is what came out of it. Dragon Ball, Dempagumi.inc, Nobunari Oda, Gachapin... pop culture icons dance, burst with energy, and belt out "We want Mets!" over and over in this 30-second spot. It strips away almost every detailed message, throwing nothing at you but the sheer presence of "This is Mets!"
The insight
There's feedback that it "reached quite a lot of people" and that "the website was wonderfully made." Young people and soda drinkers had stopped responding to the old approach of building a brand's face around a single celebrity. I think this ad instead tried to build the brand on sheer liveliness itself, by lining up a wide variety of icons.
The idea
It gathers characters from all kinds of genres - Dragon Ball's Goku and Frieza, idols, a figure skater, Gachapin - and gets them all dancing together. The commercial's song "SPUNKY" was given away free, limited to the first 10,000 downloads, and the special website was built so you could enjoy it with the sound turned on.
Afterthought
If you think about it calmly, you might wonder whether something like "this is hot!" is really the right message. But that's not really the point here. This is about riding pure vibe and energy all the way through, and building the brand on that momentum. The details don't matter - that's basically the attitude. I think that's the real essence of this commercial. As a piece of work, it's actually crafted with great care down to the smallest detail, cutting away any unnecessary messaging and betting everything on the strength of the imagery alone. I think that's exactly what the soda market needed in 2015.
