A PANTS-HEMMING MATCH
| Title | A PANTS-HEMMING MATCH |
| Brand | KONISHI CO. |
| Product / Service | SAIHO-JOZU (MEANING SKILLFUL NEEDLEWORKER) |
| Category | A03. Household, Home Appliances & Furnishings, Home Electronics & Audio-Visual |
| Entrant | SAI Tokyo, JAPAN |
| Entrant Company | SAI Tokyo, JAPAN |
| Advertising Agency | IMO Tokyo, JAPAN |
| Production Company | HARAJUKU SUN-AD CO. Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Yoshihiro Higashi | Harajuku Sun-Ad Co., Ltd. | Creative Director |
| Kenichi Hiruma | Harajuku Sun-Ad Co., Ltd. | Copywriter |
| Osamu Tsuruta | Harajuku Sun-Ad Co., Ltd. | Copywriter |
| Natsuki Ohnishi | Harajuku Sun-Ad Co., Ltd. | Copywriter |
| Yohei Osabe | THE DIRECTORS GUILD | Director |
| Tetsuya Kondo | THE OCTOPUS | Cinematographer |
| Wataru Mizoguchi | Freelancer | Gaffer |
| Hiroyuki Harada | da Vinci | Art Director |
| Masayuki Ueda | Harajuku Sun-Ad Co., Ltd. | Production Producer |
| Naoya Enomoto | Harajuku Sun-Ad Co., Ltd. | Production Producer |
| Tomoko Ohtake | Harajuku Sun-Ad Co., Ltd. | Production Producer |
Brief Explanation
Context In Japan, there’s widespread recognition of tension and rivalry between young housewives and their mothers-in-law. In fact, it’s said that such competition commonly occurs when living in the same household. In this advertising project, a commercial film uses this perceived rivalry between generations to focus on handy use of Saiho-Jozu in hemming pants. Dramatizing the competition, the narrative tone and manner parodies a live telecast of a professional wrestling match.