Title | A NEW ERA |
Brand | SOFTBANK CORP. |
Product / Service | SOFTBANK CORP. |
Category | A01. Direction |
Entrant | GEEK PICTURES Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Idea Creation 2 | DRILL Tokyo, JAPAN |
Idea Creation 3 | POLARNO Tokyo, JAPAN |
Production | GEEK PICTURES Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yoshimitsu Sawamoto | DENTSU INC. | Creative Director/Planner/Copywriter |
Ryu Tamogami | DENTSU INC. | Planner/Copywriter |
Noriaki Onoe | DENTSU INC. | Planner/Copywriter |
Shimpei Mizumoto | DENTSU INC. | Planner/Copywriter |
Yu Takiguchi | DENTSU INC. | Producer |
Naohiro Tanimura | GEEK PICTURES INC. | Producer |
Yuki Taniguchi | GEEK PICTURES INC. | Production Manager |
Kazuaki Seki | KOE | Director |
Makoto Okuguchi | tsujimanagement | Cinematographer |
Masami Noguchi | Freelance | Gaffer |
Naoki Soma | ATAKKANTE | Production Design |
Masanori Matsumoto | Freelance | Offline Editor |
Haru Murata | Freelance | Online Editor |
Mitsuharu Hayakawa | digital egg inc. | Online Editor |
Daisuke Kawamura | digital egg inc. | Mix |
A man takes out his smartphone, but it slides out of his hand and lands on the ground, taking on a life of its own and running away. The man runs through crowds to catch the naughty smartphone. He loses sight of it, as it peers at him from hidden corners. He goes to grab it, but it snaps a close-up and uses an application to deform his face. The smartphone runs wild, much to the man’s chagrin. It turns into night, and next the phone uses electronic payment to buy a load of drinks that come pouring out of a vending machine, tripping up the man. Pleased with the mischief, the smartphone jumps for joy, but then things take a turn. Almost out of battery, it begins to stagger. The man changes from desperation, to the calming realization, “Be used by your smartphone, or master it”.
The piece was aired at the time when the Japanese era name changed from Heisei to Reiwa (due to the Imperial succession). Along with the new era name and an atmosphere of moving in a new direction, it conveyed the corporate message, “Be unbound”.