10 SEC. DRAMA: THE STOP LINE OF LOVE

Grand Prix
Title10 SEC. DRAMA: THE STOP LINE OF LOVE
BrandJMS/TACTI
Product / ServiceJMS
CategoryB05. Automotive
EntrantHAKUHODO KETTLE INC Tokyo, JAPAN
Idea Creation HAKUHODO KETTLE INC Tokyo, JAPAN
Idea Creation 2 HAKUHODO INC. Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
Production TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

Credits

Name Company Position
Kentaro Kimura HAKUHODO Kettle Executive Creative Director
Yusuke Kanda HAKUHODO Creative Director
Genta Ito HAKUHODO Kettle Creative Director
Yusuke Kanda HAKUHODO Scriptwriter
Masanobu Hino HAKUHODO Kettle Agency Producer
Yoshinori Sasahara HAKUHODO Kettle Agency Producer
Koji Joke TOHOKUSHINSHA FILM CORPORATION Producer
On Matsui TOHOKUSHINSHA FILM CORPORATION Producer
Daisuke Hirata TOHOKUSHINSHA FILM CORPORATION Director
Shingo Gima DIAMOND SNAP Cinematographer
Tomokazu Tsukioka NEWS Lighting
Saori Kiriyama TOHOKUSHINSHA FILM CORPORATION Production Manager
Yumiko Nagasaku Free Stylist
Ai Sugita Free Hair make
Futa Akashi STUD Editor
Shiki Adachi Omnibus Japan Sound Design Arrangement

Write a short summary of what happens in the film

This film for JMS, a Japanese car accessories & maintenance shop, aims to highlight the shop’s wide selection of items through a series of 10-second drama-style commercials. The series aims to increase JMS’s awareness through the short 10-second soap opera revolving around a man and his lovers, embedding various products in the storyline for each episode. The story is about a middle-aged working man. He has been going on dates in his car with his subordinate, Sayo, but the story unfolds when encountering with his ex-wife, Michdiko, and another woman who he had met and feels fate. The series film encourages viewers to watch the next episode through the quick tempo of the progressing storyline and dramatic developments, which at the same time creates easier momentum to share.

Cultural/Context information for the jury

Japanese loves romantic dramas, and the more seriousness the soap operas has, a tendency to acquire high audience rating within all programs. We focused on the connection between “cars” and “relationships,” and challenged ourselves to depict a story of “changing relationships caused by car maintenance” in the short 10-second timeframe. Instead of the dynamic changes in relationships preferred in foreign dramas, the series depicts sensitive changes to accommodate the Japanese audiences’ delicate sensibility, aiming to captivate audiences through hilarious, yet relatable circumstances.

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