| Title | SMILE |
| Brand | NIPPON LIFE INSURANCE COMPANY |
| Product / Service | CORPORATE AD |
| Category | A09. Consumer Services / Business to Business |
| Entrant | NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| TAKUJI NAKAMURA | DENTSU INC. | Executive Creative Director |
| SHINSUKE KUBOMOTO | DENTSU INC. | Creative Director |
| KEITA YAMADA | DENTSU INC. | Copywriter |
| KEITA YAMADA | DENTSU INC. | Planner |
| KUNIHIRO OTSUBO | DENTSU INC. | Account Executive |
| AKI YATABE | DENTSU INC. | Account Executive |
| ATSUKO EGAWA | DENTSU INC. | Account Executive |
| MASUMI ISHIBASHI | DENTSU CREATIVE FORCE | Agency Producer |
| MASAHIRO TAKATA | SO OFFICE | Director |
| MICHINORI KASAMATSU | Freelance | Cinematographer |
| KOICHI WATANABE | Freelance | Lighting |
| KEIKO MITSUMATSU | TRANSFORMERS | Production Designer |
| KOSUKE KUMAKURA | NIBAN-KOBO PRODUCTIONS CORP. | Executive Producer |
| SATOSU SHIMAKA | NIBAN-KOBO PRODUCTIONS CORP. | Producer |
| YUSUKE TAKIGUCHI | NIBAN-KOBO PRODUCTIONS CORP. | Production Manager |
| RIEKO AKUTSU | Freelance | Editor |
| MICHINORI IWANAGA | Freelance | Colorist |
| SHIGEKI CHAYA | NAGAIHOSHI | Flame Artist |
| YUMI MORIKI | ROKUONJYO | Sound Effects |
| RYOKO ANAN | Freelance | Music Composer |
| TORU MIDORIKAWA | MELODY PUNCH | Music Producer |
A child reads an essay over footage of a tired, hard-working single mother. “My mom is always smiling.” She has reason to smile, even though she is ill.
Single and dual-income families without sufficient child support are an issue in Japan.This commercial shows a difficult reality of mothers in Japan