| Title | INSULTED COMMERCIALS |
| Brand | TOKYO BROADCASTING SYSTEM TELEVISION |
| Product / Service | TBS TELEVISION |
| Category | B04. Consumer Services |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | AOI PRO. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takuma Takasaki | Dentsu Inc. | Executive Creative Director |
| Hirofumi Hayashi | Dentsu Inc. | Planner/Copywriter |
| Koji Wada | Dentsu Inc. | Agency Producer |
| Sachihiro Onodera | Dentsu Inc. | Media Planning Director |
| Tatsuya Okada | Dentsu Inc. | Media Planning Manager |
| Daisuke Ando | Dentsu Inc. | Chief Media Planner |
| Hiroyuki Hase | Dentsu Inc. | Media Planner |
| Momoko Sakura | Sakura Produciton | Illustrator/Character Designer |
| Michiko Uda | Sakura Produciton | Illustration Manager |
| Chafurin | Office Osawa | Voice Performer |
| Hiroki Ueda | Tokyo Broadcasting System Television | Content Producer |
| Naho Maeda | Tokyo Broadcasting System Television | Assistant Content Producer |
| Yasushi Yoshida | Tokyo Broadcasting System Television | Client Supervisor |
| Taito Kawamura | Tokyo Broadcasting System Television | Client Manager |
| Nobuhiko Takayama | Tokyo Broadcasting System Television | Client Manager |
| Wakana Suzuki | Dentsu Creative X | Director |
| Junichi Murata | AOI Pro. Inc. | Production Producer |
| Hisato Yamada | AOI Pro. Inc. | Production Manager |
| Kota Yamaguchi | Liberty Animation Studio | Animation Producer |
| Ai Suzuki | Liberty Animation Studio | Animator |
Insults boosted the impact of preexisting commercials. - Research showed that commercial recognition increased by 7 times. - Countless voices across the internet claimed that they now watch commercials more closely. - Many companies became new sponsors to TBS TV.
We created the idea "Insulted Commercials." Inserted short, spiteful comments in the beginning of all sorts of company commercials. Sometimes insulting the sponsor, the product, or the talent. For the insulter, we appointed Japan’s most popular animated cynical character.
Today, Japanese TV stations are in deep trouble. Not only has the viewer number and the value of commercial slots gone down, now that there’s a commercial-skipping button on HDD recorders, the value commercial slots are dwindling. To fix this situation, we came up with one idea that would boost the value of commercial slots.