Koukoku-kun

Emotion

trust

329 articles

富士通テン ECLIPSE（イクリプス） | Father's Drive | 2017

An Experiment: Can You Recognize Your Father's Driving, Even Blindfolded? / FUJITSU TEN ECLIPSE "Father's Drive"

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?"

Taking Off the Roles to Reveal Just One Person / NTT Docomo "ForONEs 2017"
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NTTドコモ | ForONEs 2017 | 2017

Taking Off the Roles to Reveal Just One Person / NTT Docomo "ForONEs 2017"

This commercial, released by Docomo in 2017 under the name "ForONEs," shows people taking off colorful T-shirts to portray the diversity within each individual. Take off the actor, and there's a dancer. Take off the professional boxer, and there's a single mother. Take off the doctor, and there's a patient. Everyone has multiple faces, but behind them all is just one "self." At a time when everyone and their mother was talking about diversity, this 60-second spot boldly stripped away any sense of "Docomo-ness," and that choice itself feels like a kind of resolve.

The creative team who dreamed this up, and the client who approved it — what fools! / Cup Noodle "Spring Has Come to OBAKA's University"
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日清食品カップヌードル | OBAKA's大学に春が来た！ | 2016

The creative team who dreamed this up, and the client who approved it — what fools! / Cup Noodle "Spring Has Come to OBAKA's University"

"If you try something, people mock you. If you fail, people pile on." In an era like that, Beat Takeshi stood frozen as a bronze statue of the university president, while Sachiko Kobayashi, Mutsugoro, Mari Yaguchi, and Takashi Niigaki served as the professors at the newly opened "OBAKA's UNIVERSITY." People said there probably aren't many companies in Japan that could greenlight a commercial idea like this — and no wonder. The moment I saw it, I had to take my hat off.

In This Case, the Target Must Be the Parents / CALORIEMATE "Yume no Senaka" (The Back of Dreams)
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カロリーメイト | 夢の背中 | 2016

In This Case, the Target Must Be the Parents / CALORIEMATE "Yume no Senaka" (The Back of Dreams)

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."