Year
10 articles
スタッフサービス | オー人事 秀吉編 | 2017
The whole thing plays out in totally predictable, cliché territory, but there's a split second where you think, "Wait, is it really okay to lump him in with monkeys?" before it settles into a reliable, familiar punchline. This is the period-drama version of the "Oh, Jinji" series that defined an era.
富士通 | FMV | 2015
Thinking about Kimura Takuya reminded me of this one. The combination of a handsome lead and genuinely unsettling weirdness left a lasting impression on me, and this series still sticks in my mind.
NIKE | TAG (Play campaign) | 2002
In a subway station, a man being chased dives onto a train. The doors close right on his pursuer's arm, just out of reach. Before you know it, the whole city seems to be caught up in one game of tag.
SPECIAL OLYMPICS | DIFFERENT | 2001
The year was 2001. That year, Special Olympics put forward a single word: "DIFFERENT." This ad went on to win gold.
FOX INTERNATIONAL | Regional Sports Campaign | 2001
A diver leaps off a cliff, but there's no water where the surface should be, and he slams into the ground. An athlete tries to catch a huge falling tree with his bare hands and gets crushed by it. Two drunk guys trading real punches. Blindfolded men fighting with clubs. Four completely insane ads, made to look exactly like real sports broadcasts, won the Grand Prix at Cannes.
DR PEPPER DRINK | What's the worst that could happen? | 2001
In 2001, Mother London launched a campaign called "What's the worst that could happen?" aimed at teens in the UK market. This is one of the ads from that campaign — a comedy commercial where the moment you pick up a DR PEPPER, the actual "worst" really does happen to you.
SBC COMMUNICATIONS | NEIGHBOURHOOD, COPS | 2001
An ad from 2001 for a telecom company. This is one entry in a series Goodby Silverstein made for SBC Communications. Just from the title — "neighbourhood" and "cops" — I'm curious what kind of story this could possibly be.
KDDI | ポーター編 | 2001
This is from 2001, starring Etsushi Toyokawa and Ryo Kase. Even back in 2015 when I first wrote about this, I thought it "hasn't aged a bit," and watching it again now, it really still hasn't. The casting and everything else feels completely natural, with no sense of dating at all. I think that's one sign of a truly great piece of work.
MILKO | MUSIC MACHINE | 2001
Back in 2000, the web was still a quiet place. Most campaign sites were static HTML pages, and banners were just animated GIFs. Into that world, the Swedish dairy brand MILKO let loose a dancing cow.
ジョージア | 明日があるさ | 2000
On 8/26, 2000, Coca-Cola Japan's canned coffee brand GEORGIA used Kyu Sakamoto's song "There's Always Tomorrow" in a commercial, and it became an unprecedented revival hit. Both the commercial and the campaign turned into a huge talking point. When it was later made into a TV drama, the first episode pulled a 29.0% rating — the seventh-highest debut rating ever for a commercial broadcaster's drama series, and the highest ever on Nippon TV. That's how big this was.