Title | A SUPER RIDE |
Brand | TAKARA KOTSU CO. |
Product / Service | TAKARA TAXI |
Category | A10. Sports, Entertainment, Travel & Leisure |
Entrant | AT ARMZ Osaka, JAPAN |
Entrant Company | AT ARMZ Osaka, JAPAN |
Advertising Agency | AT ARMZ Osaka, JAPAN |
Production Company | AT ARMZ Osaka, JAPAN |
Name | Position |
---|---|
Tatsuya Okamoto | Creative Director |
Hiroyuki Kato | Art Director |
Yosuke Katsuno/Fumi Kawaji | Producer |
Kenji Ogura | Director |
Kenji Niwa | Editor |
Akihito Hayashi | Sound Design/Arrangement |
Zaxx Inc. | Post Production |
Shoji Anzai | Cameraman |
Takamitsu Magara | Lighting |
Hisao Otsuka/Haruku Fukuta | Planner |
Zaxx Inc. | Editing Company |
Sound Effects: Yuji Murakami | Other Credits |
Through creating an image of a luxury car ad, this ad aims to convey a strong message about Takara Taxi's low fares by exploiting the polar disparity between the two intriguingly different perceptions of luxury and economy. Despite a wealth of ads for luxury cars from domestic manufacturers, there are almost no ads for taxis. Therefore, we purposely made the ad so it wouldn't appear at first as one for a taxi. However, viewers eventually realize its true identity and are surprised to learn that fact and its message of a low cost taxi service.