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 |
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 |
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.