BARBELL

TitleBARBELL
ClientTOAGOSEI CO.,LTD.
Product / ServiceARON ALPHA
CategoryA02. TV & VOD
EntrantADEX NIHON KEIZAI ADVERTISING CO.,LTD. Tokyo, JAPAN
Idea Creation ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Tokyo, JAPAN
Media Placement ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Tokyo, JAPAN
PR ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Tokyo, JAPAN
Production DANCE NOT ACT Tokyo, JAPAN

The Campaign

To strengthen the product features which are “toughness” and “speed”, the real Aron Alpha product is used for this TVC creation, and shows “realistic” and “surprise”. We made a fake picture that the Barbell was adhered to the floor but actually it was adhered to the ceiling to explain the amazing adhesion power. People would understand the creative gimmick, when the picture was turned over. The total weight of the performer and the Barbell is around 230kg. In fact, they are adhered to the ceiling in 6 seconds.

Creative Execution

To realize the experiment that 140kg barbell sticks on the ceiling and 90kg man hang on with only the power of Aron Alpha, we began to verify physically with professors before 3 months of shooting. In actuality, we applied Aron Alpha on the ceiling, pulled up a barbell with wire and stuck it on. Then a man hung on a barbell carefully and slackened a wire slowly. *Please see details with a making movie On the day of shooting, we tried to make time of adhere shorter and shorter and made it the shortest time, 6 seconds finally. The movie became “real entertainment movie” with long term verifying as we mentioned above successfully.

Among their main targets, 20’s male and female, the product-recognition-rate had risen by 31%, and the brand-recognition-rate also improved by 11%. Return On Advertising Spend: over 300%. Effect of the sales: improved by 3.27%=400million JPY. Also, this CM ranked within the top 10% favorability in the industrial category by the Favorability research of CM survey of “CM DATABANK.”

We have created the movie as an experimental entertainment, which arouse people’s curiosity, how strong and quick this glue works. And also the movie has a trick that the world showing at the beginning is upside-down.

First shot people watch is the world upside-down, a little confusing (but make sense), not a direct expression of how the glue works with huge man and barbell. Then, after a while, the movie shows all our tricks and make totally sense with the story. Finally the movie ends with the funny scene of men’s pants coming off, tagline, and brand’s name. Punch line of the movie.

Credits

Name Company Position
MASAHIKO NAKAMURA ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Division Manager
KENJI KINOSHITA ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Manager
KAZUNORI SUMIKAWA ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Deputy Manager
KUMIKO ASHIKAWA ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Manager
YASUHIRO OTSUKI ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Deputy Division Manager
SHINICHI KUDO none none
HIROFUMI KINUGASA DANCE NOT ACT inc. Manager
JUNICHI YABE ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Manager
TENYU SENSUI ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Accounting specialist
MITSURU UDAGAWA ADEX NIHON KEIZAI ADVERTISING CO.,LTD. Account Development Manager
SHINICHI KUDO none none
YOSUKE OSHIMA tokyo grip none
NAOKI NODA MURAYAMA Inc. none
TETSURO YAMADA none none
NAOTO YUASA DANCE NOT ACT inc. none
AKI MAETANI none none
TSUYOSHI HAYASHI NTT Learning Systems Corporation. none
MASAYUKI SATO NTT Learning Systems Corporation. none
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