Emotion
150 articles
眞露 | 恋スル！チャミスル シーズン1／恋するチャミスル シーズン2 | 2022
A forbidden romance across class lines, amnesia, a rich young heir, the fiancée of a company president's daughter—this ad packs in every K-drama plot twist you've ever seen, and I couldn't stop watching all six and a half minutes of it.
マクドナルド | 家族といっしょに。「僕がここにいる理由」 | 2021
7/20/1971. The day Japan's first McDonald's opened in Ginza. In 2021, it turned 50. This commercial wraps up those 50 years into a single story. Miyako Miyazaki plays two roles: "a junior high school girl on a date at McDonald's 50 years ago" and "the same woman today, eating a Big Mac with her grandchild." A 62-year-old playing a junior high schooler. Just that alone is enough to make you tear up.
東京ガス | がんばれ私たち | 2020
In November 2020 (11/2020), right in the middle of the pandemic, Tokyo Gas aired this commercial. A 25-year-old woman chasing her dream of becoming an actress lives through days that don't go the way she wants, all set to a song sung by actress Shizuka Ishibashi herself. Her father shows up in his little truck, her grandmother cheers her on through a smartphone screen, and that's when I gave up fighting the tears.
THE BIG ISSUE & LINKEDIN | Raising Profiles | 2020
A homeless magazine seller signs up for LinkedIn. As a response to the pandemic, you couldn't ask for a more logical idea.
HEINEKEN | SHUTTER ADS | 2020
In 2020, the pandemic forced bars to pull down their shutters. The lights went out across the city. So why not put those shutters to work bringing the light back?
SINYI REALTY | IN LOVE WE TRUST | 2020
A real estate brand film running 7 minutes and 23 seconds made all of Taiwan cry. And it won Taiwan's first-ever Grand Prix in Cannes advertising history. The courage of a real estate company that showed no properties at all, instead talking entirely about "the fear of marriage" - that's thrilling.
東京ガス | 家族の絆 おばあちゃんの料理 | 2020
Everyone has some small regret. A word you blurted out back then. A line you can never take back. Sometimes that kind of thorn stays stuck in your heart for years without you ever pulling it out. This commercial carefully draws out that exact kind of pain over 90 seconds. By the end, you'll want to cry, and you'll want to go see someone.
MERCADO LIVRE | FEED PARADE | 2020
In 2020, the world's biggest pride parade disappeared. The 2.5km road that 5 million people were supposed to walk was completely wiped out by the pandemic. Brazil's GUT rebuilt that road on Instagram, using 279 photos.
WARNER MUSIC GROUP | SAYLISTS | 2020
One in twelve children has a speech sound disorder (SSD). The key to therapy is repetition — but for kids, that's just plain boring. So what about music? Or rather, isn't music itself the ultimate form of repetition? Starting from that simple question, Warner Music and ad agency Rothco used an algorithm to analyze a 70-million-song Apple Music catalog and created "Saylists," playlists with genuine therapeutic value.
LACOSTE | CROCODILE INSIDE | 2020
Two people are fighting. Their words get so fierce that the building actually splits in two. In the end, she leaps over the rubble to come back to him. Honestly, this feels like a movie.
BEATS BY DRE | You Love Me | 2020
"You love Black culture. But do you love us?" In November 2020, Beats asked that question in a two-minute film.
PERNOD RICARD | THE TIME WE HAVE LEFT | 2020
Have you ever calculated how many days you actually have left with someone you love? It's not a reality anyone wants to know. But Ruavieja turned it into a number using an algorithm—and ended up changing people's behavior in the process.
DIESEL | FRANCESCA | 2020
This film, released for Pride Month 2020, has you watching what looks like a transgender story—until the very end, when it pulls the rug out from under you. She takes off her DIESEL denim and puts on a nun's habit.
AMERICAN SOCIETY FOR DEAF CHILDREN | Fingerspelling with Machine Learning | 2020
In the United States, 2 to 3 out of every 1,000 babies are born deaf. 9 out of 10 of them are born to hearing parents. In many cases, that child becomes the first deaf person their parents have ever known.
加賀市 | 加賀市新幹線対策室 | 2020
Has there ever been local government PR that put jealousy front and center like this? Taking the frustration of losing out to Kanazawa and turning it straight into fuel for a "Go, Kaga!" cheering mood. You rarely see local PR this honest, and this lovable.
Google | 100 Billion Words | 2019
The most translated words in the world are "How are you?", "Thank you", and "I love you." Google decided to show that with data.
JOHNSON & JOHNSON | 5B | 2019
A 94-minute documentary won the Grand Prix in the Entertainment category at Cannes Lions, an advertising award. What's more, it had an official screening at the Cannes Film Festival and got a theatrical release in more than 100 theaters across the US. A brand made it, but it ended up working as an actual film.
IKEA | THISABLES | 2019
Don't change the furniture—just add a part. That was all it took.
TOYOTA | START YOUR IMPOSSIBLE | 2019
The car disappeared from Toyota's global campaign. What's shown instead: wheelchairs, robotic prosthetic legs, support robots. A car maker made an ad that doesn't show a car.
Erste Group | #believeinyourself | 2018
A minute-and-a-half video you'll want to watch alone on a cold night. Henry the hedgehog quietly gets to you.
ペディグリー | SelfieSTIX | 2018
You want to take a selfie with your dog, but your dog just won't look at the camera. Pedigree decided to seriously solve this small, everyday problem.
キリン 午後の紅茶 | あいたいって、あたためたいだ。18冬 | 2018
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.
BLINK TO SPEAK - | Blink To Speak | 2018
A language made for people who can only move their eyes. Even when ALS or a spinal injury takes away control of the rest of the body, the eyes keep moving until the very end. This gave those eyes words to speak with.
P&G | THE TALK | 2018
What comes to mind when you hear "the talk"? Most people think of the conversation about sex. But for Black parents in America, it meant something else entirely: the conversation where you teach your child the reality of racism. From that one gap in meaning came a film that won the Grand Prix at Cannes.
TESCO | Food Love Stories | 2018
This is the comeback story of a British supermarket that won the Grand Prix in the Media category at Cannes Lions in 2018. A campaign that was supposed to talk about food quality ended up winning by telling stories about human connection instead.
MINISTRY OF PUBLIC HEALTH AFGHANISTAN | IMMUNITY CHARM | 2017
When I heard a beaded bracelet won the Grand Prix, I didn't quite get it at first. But the judges called it the "ultimate wearable," and eight of the top ten entries that year were this one piece of work.
富士通テン ECLIPSE（イクリプス） | Father's Drive | 2017
I stumbled on this while looking into something else, and ended up watching the whole thing without meaning to. It's an experiment where blindfolded kids try to pick out their father's driving from among three different drivers. The way the question is set up is great — it sits right on that line of "hmm, could they actually do it?"
Donate Life America | The World's Biggest Asshole | 2017
Coleman F. Sweeney is the biggest jerk in town. He pees while driving and tosses it out the window, shoots the neighbor's dog with a paintball gun, steals candy from kids on Halloween. But he was an organ donor.
Lynx | 24-7 – Because you never know when | 2017
It's not just rewind. A man walks back the way he came, putting his clothes back on as he goes. Somewhere in the middle, it clicks — "oh, I see" — and your brain gets a little chill. There are plenty of ways to show love at first sight, but the ones that give you that lightbulb moment hit hardest.
WHIRLPOOL | Care Counts | 2017
In America, one in five children don't have access to clean clothes. That alone makes them miss school more often, putting them at seven times the risk of dropping out. What Whirlpool did was put washing machines in schools. That's it.
サントリーBOSS | 働くって、いいもんだ。THE LAST TRAIN | 2017
This is the story of a surprise staged for a station manager's retirement, at Akihabara Station after the last train had gone. On a platform where no one should have been at that hour, his coworkers were waiting for him. Just imagining someone close to you reaching their "last shift" is enough to bring tears to your eyes.
ユニクロ | Because of Life, We Made LifeWear | 2017
Two strangers meet by chance at a desolate gas station. The overused phrase "it's like a scene from a movie" really does fit this footage perfectly.
KENZO | MY MUTANT BRAIN | 2017
In this perfume commercial, a woman shoots laser beams out of her hands. And somehow it won a Titanium Lion at Cannes. Perfume ads finally broke.
THE BLAZE | TERRITORY | 2017
In the first 30 seconds, a man just keeps crying. He tries to hold back the tears, but they spill over, his family wraps him in a hug, and he can't stop anymore. This five-minute music video, built from just 22 shots, won the Grand Prix in the Film Craft category at Cannes Lions 2017.
ART INSTITUTE OF CHICAGO | Van Gogh's Bedrooms | 2017
You could actually spend the night in Van Gogh's Bedroom. Turning a museum exhibit into a $10-a-night Airbnb stay is a wild idea.
STOCKHOLM PRIDE | LOS SANTOS PRIDE | 2017
They put a pride parade into the world of GTA5 that absolutely cannot be destroyed. In a city where you're allowed to run over pedestrians and shoot criminals, they made the one thing you can't attack—and thinking about what that means gives you chills.
Canon | A picture of you | 2016
In an age when a "photo" isn't really about capturing "truth" anymore, this film grew out of the question: how should Canon redefine its value?
トヨタ | Loving Eyes | 2016
A story about a father and daughter, released for Father's Day. Ads about fathers and daughters aren't exactly rare, but the turn it takes in the second half will definitely make you cry. The first half alone is pretty intense, but once the song starts playing in the girl's voice partway through, it's completely over for you.
Getty Images | From Love to Bingo | 2016
What do you even show in an ad for stock photos? The answer: shoot a movie using nothing but photos. By stringing together 873 still images, they packed love, family, bingo—basically all of life—into one minute.
江崎グリコ | Smile.Glico みんなとハグハグ篇 | 2016
A character called Hug Hug goes around hugging people all over the world. Watching the smiles spread from person to person, you can feel something inside you loosen up.
ライオン | 働く女性への応援歌 | 2016
It's a train at night. Women heading home begin to sing, one by one. Set to a reworked version of the song "Ano Subarashii Ai wo Mou Ichido" ("That Wonderful Love, Once More"), the new lyrics quietly unfold: "I worked hard today, no excuses."
キリン 午後の紅茶 | あいたいって、あたためたいだ。 | 2016
A quiet train platform. A high school girl with white headphones suddenly bursts into song, loud enough to reach the skies over Mount Aso. There's a bit of a puzzle about whether Moka Kamishiraishi's character could actually hear the sound of a drink dropping from the vending machine, which leaves you a little unsettled—but even setting that aside, this is still a wonderful piece of work.
カロリーメイト | 夢の背中 | 2016
This CALORIEMATE commercial cheering on students taking entrance exams follows a year in the life of a son grinding through a second attempt at university entrance exams, from the mother's point of view—from the day he decides to repeat the year to the day of the exam itself. Niiro Murakami, who shaved off his long hair for the role, plays the son, while Misuzu Kanno plays the mother who watches over him with quiet warmth. The soundtrack features Ryota Fujimaki's own cover of Remioromen's song "March 9th."
東芝 | LED 10年カレンダー（あなたとLEDの10年） | 2016
An LED bulb that lasts 10 years. How do you communicate that kind of lifespan? Toshiba chose "everyday life" over numbers. Across 3,653 days of windows, you see a family's irreplaceable daily moments play out.
サガミオリジナル | LOVE DISTANCE | 2016
A couple in a long-distance relationship start running toward each other from opposite sides of the screen. A number starting at 1.2 billion millimeters keeps shrinking as they get closer. I never imagined that the number it ends on, 0.02, could hit this hard.
BROOKE BOND RED LABEL TEA | 6 PACK BAND | 2016
In 2016, an Indian tea brand teamed up with a transgender band of six. The reason it won the Grand Prix at Cannes comes down to this: the women weren't filmed as people to feel sorry for.
NYT VR | THE DISPLACED | 2016
The New York Times tucked one million Google Cardboard viewers into copies of its Sunday paper. Inside was an 11-minute VR documentary called "THE DISPLACED." Readers who opened it up found themselves standing right in the middle of a refugee camp. The following year, it won two Grand Prix at Cannes.
SAVE THE CHILDREN & SANTILLANA | Paper Glasses | 2016
You open your textbook, and there's a pair of glasses waiting for you. They're made of paper, and they can even test your eyesight. It's so simple it's almost moving.