CHEERING ON MACHO MEN

TitleCHEERING ON MACHO MEN
BrandUQ COMMUNICATIONS INC.
Product / ServiceUQ MOBILE
CategoryB09. Consumer Services / Business to Business
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 DENTSU LAB TOKYO, JAPAN
Production DENTSU CREATIVE X INC. Tokyo, JAPAN

Credits

Name Company Position
Shinichi Kobayashi DENTSU DIGITAL INC. Executive Creative Director
Teppei Okano DENTSU DIGITAL INC. Creative Director
Takamasa Sanjo DENTSU DIGITAL INC. Planner
Yusuke Mori DENTSU DIGITAL INC. Planner
Takuma Kawada DENTSU DIGITAL INC. Planner
Shuhei Seto DENTSU DIGITAL INC. Planner
Masataka Umeda DENTSU INC. Business Producer
Morihiro Hieda DENTSU INC. Business Producer
Yuuya Douya DENTSU INC. Business Producer
Risa Sumita DENTSU INC. Business Producer
Miki Nagai DENTSU DIGITAL INC. Creative Producer
Toyoshige Inose DENTSU CREATIVE X INC. Producer
Daisuke Komatsu DENTSU CREATIVE X INC. Assistant Producer
Souta Moriyama DENTSU CREATIVE X INC. Production Manager
Akira Horii PICT INC. Director
Munenori Terada PICT INC. Cinematographer
Tsutomu Miyagi PICT INC. Lighting Director
Yoichi Mizutani CRAFT INC. Art Director
Kyohei Kitamura LONDON INC. Location Coordinator
Ryo Tanaka AKA INC. Cast
Makoto Tamoto SPORTS MAGIC INC. Cast
Takakazu Kume SPORTS MAGIC INC. Cast

Write a short summary of what happens in the film

Spectators are loudly cheering on competitors at a bodybuilding competition. They are shouting out their favorite bodybuilder's competitor number, and are making unique comments about the qualities of their muscles in an attempt to help them stand out from their rivals. When the camera cuts to the bodybuilder in the center, it becomes apparent that he is posing with a UQ mobile smartphone in hand. The competitors standing on either side of him are being praised for their muscles, but for some reason, the bodybuilder in the middle is receiving compliments about UQ mobile and all of the perks that it offers. A lot of thought was put into the phrases that are being yelled throughout the video, and we worded them in a such a way that they rhyme with the preceding phrase.

Cultural/Context information for the jury

At bodybuilding competitions in Japan, it is common for spectators to shout and cheer on their favorite competitor in order to help them stand out from the rest. It also enables the audience to draw the judges' attention to their favorite bodybuilder's competitor number and point out the traits of their muscles. Recently, this practice has caught the interest of many people as a unique and fun way of cheering, and it has been widely talked about in the media. Muscles and bodybuilding are also currently trending in Japan, and this contextual background was what inspired us to come up with this idea.