A PANTS-HEMMING MATCH

TitleA PANTS-HEMMING MATCH
ClientKONISHI CO.
Product / ServiceSAIHO-JOZU (MEANING SKILLFUL NEEDLEWORKER)
CategoryA03. Household, Home Appliances & Furnishings, Home Electronics & Audio-Visual
EntrantSAI Tokyo, JAPAN
Entrant Company SAI Tokyo, JAPAN
Advertising Agency IMO Tokyo, JAPAN
Production Company HARAJUKU SUN-AD CO. Tokyo, JAPAN

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.

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