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14 articles
高橋酒造 | 生きてくだけで冒険だ。 | 2024
"Just live freely," they say—but nothing is scarier than freedom. A sake maker in Kumamoto addresses this line to young people, and it's an opening that doesn't feel like a typical liquor commercial at all. The idea of comparing life to an RPG never feels cheap—instead, it comes through as hope.
富士フイルム | あしたに続く写真 | 2024
Kazu, Furuta, and Tulio each look back at their past while gazing at old photos. Not every meaningful photo needs a dramatic story behind it, but a single picture that captures a true turning point in someone's life carries a weight that words just can't match.
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.
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.
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.
SUUMO | ココロの声ストーリー | 2016
At the big turning points in life, a crowd of different selves inside you pop up and start arguing with each other. This SUUMO piece makes those inner voices visible.
サントリー BOSS | ヘッドライト・テールライト | 2015
Less weirdness, more love — that's what I felt watching this commercial when it aired at the end of 2015. The Alien Jones series started out as a bit of an odd concept, but it's been quietly turning into "the way things just are," and honestly, I'm starting to think it's heading toward becoming a truly moving epic. I'm looking forward to it. Really looking forward to it.
東京ディズニーリゾート | Where dreams come true 夢はつづく | 2015
You see a lot of commercials these days that fast-forward through someone's whole life, but this Disney one really stuck with me. It's all animation, and the fact that it manages to capture one woman's entire life in just 30 seconds is enough to bring tears to your eyes.
リクルートホールディングス | すべての人生が、すばらしい。 | 2014
A commercial that declares life is a marathon—then immediately sets out to demolish its own metaphor.
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.
VOLVO | LIFE ON BOARD PROJECT | 2005
In 2005, Volvo made a car ad that stopped talking about cars. Just by letting people talk about their lives, it became the first ad ever to win a Titanium Lion at Cannes.
AIDES | VIBRATORS | 2005
From France in 2005 comes a 3-minute-46-second animated film. A girl grows into a woman, meets man after man, uses a condom each time, goes through heartbreak after heartbreak, and at the edge of despair, finally meets the one. The title is "VIBRATORS," the song used is "Baby Baby" by The Vibrators, and the message is: "Live Long Enough to Find the Right One."
Xbox | Life is Short, Play More (Champagne) | 2002
A baby born in a delivery room bursts straight through the window, flies into the sky, ages before your eyes, and crashes into a grave. 52 seconds. In 2002, this one film shook all of Europe.
US HEALTHCARE | STAGES OF LIFE | 1988
This film won Gold in 1988, a time when healthcare advertising was still expected to stay understated. Just look at the title: "Stages of Life." The idea is that healthcare is part of every moment of a person's life, from birth to death.