トヨタモビリティパーツ | 連続10秒ドラマ「愛の停止線」SEASON2 | 2020
Even 10 seconds Was Enough for a Full Story Arc, in an Era Where Even 15 Seconds Feels Too Long / James "Love's Stop Line" SEASON2
A 10-second commercial that somehow packs in a full story arc, complete with a product punchline at the end. And not just once, but as a whole series. You laugh, you want to see what happens next, and before you know it, you've remembered the product name.
The problem
Communications for the car parts store James had shifted entirely from TV commercials and targeted ads to the web. The old approach of using long-form web commercials to showcase a product lineup no longer fit how people watch video on their smartphones.
The insight
Kanda Yusuke of Hakuhodo, drawing on years of making 15-second commercials, returned to a basic truth: for people watching video on their phones, even 15 seconds already feels long. He believed a series of short videos that make viewers want to watch the next one would work better than one long video, and that thinking led him to the format of a "continuous 10-second drama."
The idea
Centered on a character called "the boss," played by Okabe Takashi, the series depicts a messy romantic entanglement in 10-second installments, each one casually landing on a James product as its punchline. The method strikes a delicate balance, weaving everyday real products into a fictional drama. SEASON2 follows the same formula, unfolding a new romantic tangle. Directed by Hirata Daisuke, produced by Tohokushinsha.
What happened
The series won Grand Prix at the ACC Awards and Spikes Asia, and took Best in Show, Grand, and Gold at the New York Festivals. SEASON2 itself also won Gold at the ACC Tokyo Creativity Awards.
Afterthought
In an age where even 15 seconds is called too long, the sheer nerve of deliberately wrapping up a drama in just 10 seconds is thrilling. And the guts to keep making "the next episode" instead of stopping at one is impressive. Every time I watch, I find myself searching for "what happens next?" That kind of addictiveness, getting people to actively seek out an ad, feels almost like a miracle.
Awards
- ACC Gold 2020
