Title | MAMAMETAL LAZY BOY |
Brand | KATAOKA&CO.,LTD |
Product / Service | VAN HOUTEN COCOA |
Category | A07. Use of Original Music |
1 of 3 Campaign | |
Entrant | AOI PRO Tokyo, JAPAN |
Idea Creation | TOKYU AGENCY Tokyo, JAPAN |
Production | AOI PRO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
TETSUSHI KAWACHI | TOKYU AGENCY INC. | Creative Director, Copy Writter, Planner |
TOSHIMI HAYASHI | TOKYU AGENCY INC. | ART DIRECTOR |
YOKO OSOEGAWA | TOKYU AGENCY INC. | Planner |
DAISUKE NISHIMURA | TOKYU AGENCY INC. | PR |
AKIRA UEMOTO | N/A | ACCOUNT EXECUTIVE |
SATSUKI NAGAI | N/A | ACCOUNT EXECUTIVE |
SHIGEO MATSUYAMA | CluB_A | Director |
KEISUKE IMAMURA | Voyager | Cinematographer |
HISAYA KATOH | AOI Pro. Inc. | Executive Producer |
KAZUKI SATO | AOI Pro. Inc. | Producer |
TAKUMA ISO | AOI Pro. Inc. | Production Manager |
MINAGAWABONMIE | Freelance | Stylist |
MIYO SEKIYA | b-side | Hair and Make Up Artist |
MAKOTO ODA | Freelance | Lighting Director |
KENJI HASHIMOTO | amana | Post Producer |
MAYU YAMAMOTO | amana | Assistant Producer |
YUSUKE HINO | amana | Assistant Producer |
HIROSHI ISHIKAWA | amana | Photographer |
JUN OKUBO | Freelance | Food Coordinator |
YUTA OKUBO | Freelance | Web Director |
KAORI YAMAGUCHI | aru&dede&pipi | Food Advertiser |
YOSHIKAZU FURUYA | kyoei arts | Artist |
AKIFUMI HOSODA | TSUMIKI | CG |
RENJI KUMAI | origami | Music Composer |
N/A | LIBERTY | Animator |
Van Houten wanted to become "mom's best friend"-the brand to which mothers turn to relieve their everyday stress. So we formed a heavy metal band called "MAMAMETAL," which released a series of songs shouting out the daily frustrations that mothers normally cannot express. The aim was for this to be an empowering tool. This video releases those small frustrations on behalf of mothers. Son, a middle school student, blames his mother for everything, even for his own mistakes. He relies on his mother but never appreciates her help. The mother explodes in anger at his childishness. For instance, it is his own fault that he is late for school since he went back to sleep, yet the son takes it out on his mother. Instantly, the kind mother transforms into a heavy metal singer, and she wreaks her frustration through a metal song. In real life, Van Houten helps sweeten her.