キリン 午後の紅茶 | あいたいって、あたためたいだ。18冬 | 2018
What's Lost and Gained Over Two Years / Kirin Afternoon Tea "Aitai tte, Atatametai da. 18 Fuyu"
This series began in winter 2016, and apparently this is its conclusion. It's the kind of project where the casting alone practically guarantees success, but using the same actors across multiple years takes it even further. You can clearly see, right there on screen, what's been lost and what's been gained, and in that sense a different kind of charm emerges.
The insight
I'm thinking of watching it another 20 times or so. When I checked the YouTube channel, I found that the past installments had (probably) been re-uploaded, and I realized they must have re-licensed the song just for this "finale." In that sense, I think this turned into a great campaign for everyone involved, including the client.
The idea
Set in Minami-Aso Village in Kumamoto Prefecture, this series has told a bittersweet love story over two years: a meeting in winter 2016, the appearance of a rival in love in summer 2017, and a long-distance relationship in winter 2017. In the finale, standing on the same platform at Minamiaso Railway's Miharashidai Station as in the first installment, Moka Kamishiraishi sings HY's famous song "366 Days" while reminiscing about her memories with him. Then a train pulls in, and Kai Inowaki, back from Tokyo, appears. The ad closes with the two of them walking through a beautiful landscape while drinking Afternoon Tea.
Afterthought
Two years' worth of time has clearly left its mark on the actors' faces and voices on screen. That's not staging—it's the real weight of time passing. I think that's exactly why the feeling of "ahh..." you get watching this finale hits your chest as something genuine, not fake. A commercial that makes you think, simply, "I'm so glad for them," beyond any talk of products or strategy—that alone makes it worth something.
