SUMAHO-BUNE (SMARTPHONE BOAT) 30SEC

TitleSUMAHO-BUNE (SMARTPHONE BOAT) 30SEC
BrandSOFTBANK CORP.
Product / ServiceSOFTBANK CORP.
CategoryA09. Consumer Services / Business to Business
EntrantGEEK 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

Credits

Name Company Position
Yoshimitsu Sawamoto DENTSU INC. Creative Director/Planner
Ryu Tamogami DENTSU INC. Planner
Shimpei Mizumoto DENTSU INC. Planner
Naohiro Tanimura GEEK PICTURES INC. Producer
Yosuke Sato GEEK PICTURES INC. Production Manager
Masahiro Takada So Jimusho Director
Yoshikatsu Yazaki Voyager Cinematographer/Gaffer
Ayako Sakahara GLASSLOFT Production Design
Rieko Akutsu Freelance Offline Editor
Masaki Mizuno Khaki Online Editor
Yoshito Morita Freelance Mix

Write a short summary of what happens in the film

The story depicts a mother who thinks mistakenly, “He isn’t studying, only playing,” and becomes discouraged after seeing her son watching videos on his smartphone, when he should be studying. It plays on the ever so slight chasm that can form between parents with children under academic pressure. Through unique lyrics portray the swaying hearts of parents who want to believe in their children, emotionally sung by Sayuri Ishikawa, one of Japan's leading enka singers, the slightly sad but heartwarming story makes an impressive appeal for Softbank’s price plan aimed at students, “Unlimited Student Discount”.

Cultural/Context information for the jury

According to the MMD Research Institute's 2017 survey of smartphone usage in junior high and high school students, 91.0% of junior high and high school students and 92.1% of high school students use smartphones to study. In terms of how they use them, “to search for problems and words you don't know”, and, “watching classes and how to solve problems on sites like YouTube and so forth”, were the top answers. The new TV commercial sought to show how in our current society, smartphones have come to be pervasive in every aspect of everyday life.

Links

Video URL