Brief Explanation

The product had been a best seller for 35 years. Even though it had never been advertised on television, it was an extremely popular ice bar with favorable sales despite the changing times. In spite of all this, the client decided to do a television ad campaign to further increase the product’s market share.We developed a concept that was distinctively different from most ads on Japanese television, which employ famous stars and large budgets on large-scale visuals or imagery created with computer graphics and other high tech. Also, many ads cram in too much information, since most of them are only 15 seconds long. We aimed to make an impact with an ad that was as simple as possible and had no meaning – the antithesis of common TV ad marketing.These incomplete looking ads were actually produced by a team of professionals. Japan’s foremost comical dancer, Lucky Ikeda did the choreography. We shot him dancing and used his moves as the base for tracings to create the smooth, yet weird, movements. And Kotobuki Shiriagari, a popular manga artist, drew the character. In this way, we assembled a team of professionals to create what seem to be listless ads.