NTT DOCOMO | 3-SECOND COOKING | 2015
DOCOMO stopped looking like DOCOMO by wasting its own technology / NTT DOCOMO "3-SECOND COOKING"
A shrimp flies through the air, passes through flames, and becomes shrimp tempura in 3 seconds. For the dumplings, the ingredients collide in midair and come together in 2.244 seconds. No CG, all real footage. The only thing you can say watching this video is "what is DOCOMO even doing" — and it still walked away with three Golds at Cannes.
The problem
DOCOMO had long been stuck with an image of being "serious and old-fashioned." In 2015, ahead of launching a new service built around fast connection speeds, the challenge was how to communicate that speed. Explaining the specs wouldn't land with younger audiences.
The insight
Instead of explaining speed in words, DOCOMO went all in on "using technology for something ridiculous." A serious company seriously committing to something pointless. The gap between the two was meant to make people laugh, and share it while poking fun.
The idea
A shrimp is shot out using compressed air, gets coated in batter midair, passes through flames, and is caught in a mitt. Shrimp tempura done in 3 seconds. In the dumpling sequel, two launchers are used so that ground meat and cabbage collide and combine in midair.
What happened
The shrimp tempura and dumpling videos together were viewed more than 20 million times. With almost no media budget behind it, viewers spread it on their own. At Cannes Lions, it won three Golds and two Silvers.
Afterthought
The reaction of "what is DOCOMO even doing" was exactly the response they were aiming for. A serious company throwing itself fully into using technology for something ridiculous — that kind of commitment turned out to be the shortcut to becoming the most beloved brand.
Awards
- Cannes Lions Gold 2015
