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5 articles
Colgate | Not Every Smile Starts as a Smile | 2025
A toothpaste ad showing kids crying and throwing tantrums, side by side. Instead of the perfect family photo, it shows the real struggle of getting kids to brush their teeth.
東京ガス | 母の推し活 | 2023
There are a few ad series I look forward to every year, wondering "what will they do this time" — and Tokyo Gas's brand ads are one of them. Their "Family Bonds" series, running since 2008, has delivered one gut-punch after another straight to the Japanese heart, starting with the famous "Lunchbox Email" spot. I admire their work. The 2023 entry, "Mom's Fan Life," tells in 90 seconds the story of a mother who falls for a K-pop idol thirty years younger than her and watches her life open up as a result. It became a huge hit, racking up over 5 million views on Twitter within three days. This time, though, I found myself thinking "it's good, but..."
キリン プラズマ乳酸菌 | SPECIAL STUDENT | 2016
Dekushi! Barrier! Short sleeves and shorts! There was always one of those kids in your elementary school class. The "Dekushi master" who whips out mysterious sound effects, the "short-sleeves-and-shorts kid" who shows up 365 days a year—snow or storm—in short sleeves and shorts, the girls who perform the hand-clapping game Alps Ichimanjaku at lightning speed. It's so nostalgic I can't stop laughing.
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.
COURTYARD BY MARRIOTT | Never Underestimate the Importance of a Good Night's Rest | 1998
Ever had the most embarrassing moment of your life because you didn't get enough sleep? In 1998, Courtyard zeroed right in on that.