Title | DAD'S LOVE |
Brand | SUNSHINE SAKAE |
Product / Service | RETAIL SALE |
Category | A09. Retail Outlets, Fast Food Outlets & Restaurants |
Entrant | ADK JAPAN Tokyo, JAPAN |
Entrant Company: | ADK JAPAN Tokyo, JAPAN |
Advertising Agency: | ADK JAPAN Tokyo, JAPAN |
Production Company: | TYO MONSTER Tokyo, JAPAN |
Name | Position |
---|---|
Kazuya Nakajima | Creative Director |
Kazuya Nakajima | Copywriter |
Kazuya Nakajima/Wataru Sato | Art Director |
Toshitaka Nasu/Youichi Terasaka | Agency Producer |
Wataru Sato | Director |
Akihiro Okazaki | Cameraman |
Shinichi Miyaki | Lightman |
Keiji Yoshinuma | Production Designer |
Wataru Sato/Takahiro Uchida | Editor |
Tomohide Harada | Sound Producer |
Our brief was to develop a high impact ad that would stand out from the crowd, once seen, never forgotten, to attract customers during the winter sales season, when clothing prices are reduced more than at any other time during the year. The core idea was to communicate 'price reductions' with maximum impact possible. We decided to develop something so entertaining that people would opt for the sale, even if it meant walking away from something important occurring right in front of them. And so we produced a TV commercial with a comic strip-type storyline. When it was aired it caused a huge reaction on the internet, drawing comments such as 'That's over the top!' and 'Who on earth thought of making a TV ad like this?!' and suddenly it was the talk of the Nagoya area. Revenues also reached 115% of the initial target.