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12 articles
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.
Nike | 動かしつづける。自分を。未来を。 / The Future Isn't Waiting. | 2020
In November (11) 2020, all of Japan held its breath for two minutes. The film believed that the urge to play sports could lightly blow away garbage like discrimination. I've watched it ten times. "A standard masterpiece" feels like the right phrase for it, but that makes me wonder: what's the difference between a standard masterpiece and one that isn't standard at all?
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.
BRBR | HEROES OF TODAY | 2019
The screen is black and white: Berlin, 1936. A Black athlete walks down a street hung with swastikas. People passing by turn to stare and whisper, and even a child hurls a slur at him. Then, just as he steps into the stadium, it hits you — wait, this is a tweet from today.
カロリーメイト | 心の声 | 2018
I think it's fair to call this one a winter tradition by now. This is the fifth installment of CalorieMate's commercial series cheering on exam students. Another great one this year.
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.
リクルート | 卒おめ | 2016
This is one of those classic ads I find myself watching again every year around this time. It captures that particular spring when high school seniors are finishing up, set to a wonderful Chatmonchy song, and every time I watch it, something about it hits me right in the chest.
キリン | 企業広告「応援する者」篇 | 2014
This commercial, released on June 2, 2014, covers everything from a birth to Shinji Kagawa pulling on the national team's number 10 jersey, all in just two minutes. Only two minutes. But every single second of it is packed with feeling. You might think, what a luxury to tell a story this way—but then again, maybe you need exactly this kind of luxury to get this far. At the edge of the frame, always in the eyeline of whoever is sending their support, is the back of a boy's head, his back, slowly growing up. That's why it's so easy to feel for him.
THE GUARDIAN | Three Little Pigs | 2012
What happens if you drop the fairy tale of the Three Little Pigs into today's news environment? The Guardian turned its answer into a two-minute film. It gives me chills every time I watch it.
REEBOK | Terry Tate, Office Linebacker | 2003
The moment it aired during the 2003 Super Bowl, all of America burst out laughing. A football linebacker patrols the office — the premise is completely insane, but the ad plays it dead straight, shot like a real documentary. It's one of those perfect pieces of work. The Reebok logo barely shows up. Not one pair of sneakers appears on screen. And yet it became one of the most memorable Super Bowl commercials of all time.
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.
OVERSEAS TELEPHONE CALLS | YUGOSLAVIA | 1977
1977. An international phone service in Australia used the voices of immigrants from Yugoslavia, and won the Grand Prix at Cannes.