| Title | OTONA TSUTAYA |
| Brand | CULTURE CONVENIENCE CLUB CO.,LTD. |
| Product / Service | TSUTAYA, THE DVD RENTAL SHOP |
| Category | A09. Retail Outlets, Fast Food Outlets & Restaurants |
| Entrant | ROBOT COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company: | ROBOT COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency: | HAKUHODO Tokyo, JAPAN |
| Production Company: | ROBOT COMMUNICATIONS Tokyo, JAPAN |
| Name | Position |
|---|---|
| Shinichiro Hashizume | Creative Director |
| Shinichiro Hashizume | Copywriter |
| Koichi Kosugi | Art Director |
| Hiroki Itagaki | Agency Producer |
| Jiro Iwai | Account Supervisor |
| Tatsuro Hayashi | Producer |
| Kazuma Yamamoto | Director |
| Hideo Okuyama/Rokurota Shimizu | Editor |
| Toru Midorikawa | Sound Design/Arrangement |
| Omnibus Japan Inc. | Post Production |
| Theme Of Otona Tsutaya | Music |
| Patrizio Patrizi | Cinematographer |
| Patrizio Patrizi | Cinematographer |
| Coordinator : Taku Komaya | Other Credits |
The theme of this commercial is movies. How many movies can one see in a lifetime? Moreover, how many GOOD movies can you encounter? How many of them can you call “my favorite”? When you encounter “your” movie, it makes your life happier, and you feel that your heart is enriched. The commercial features elderly people who found their favorite movie. They’ve watched it over and over, so many times that they can say the lines by heart, mimicking the actions of the original actor. These people are now enjoying life because of the movie. To make this point clear, all the other elements have been cut off, such as color and computer graphic treatment, and we selected elderly people only. Movies give a lot of energy to people, and that's what TSUTAYA, the rental DVD shop, is about: the source of energy. In this campaign, we also aimed to cheer up Japan after the earthquake.