I'M MY CAR

Short List
TitleI'M MY CAR
BrandJMS/TACTI
Product / ServiceJMS
CategoryC02. Branded Content & Entertainment Film
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
Koga Shimura HAKUHODO Kettle Art Director
Tsugihisa Tanaka VOYGER Director
Orie Ichihashi Free Cinematographer
Koji Joke TOHOKUSHINSHA FILM CORPORATION Producer
On Matsui TOHOKUSHINSHA FILM CORPORATION Producer
Takuya Sakimoto Free Lighting
Shinpei Inoue Free Art
Risa Ogawa TOHOKUSHINSHA FILM CORPORATION Production Manager
Kazuki Yunoki Free Stylist
Hideto Kokubo Free Hair make
Katsuya Yamada AIIN Music
Noritaka Imamura Omnibus Japan Editor
Yoko Izumi Omnibus Japan Editor

Write a short summary of what happens in the film

This is a story of a man who has no love. He brutally drives through the mountain road without slowing down, with no regard to both his car and wildlife. Even though his friends tell him to take better care of his car, he justifies his actions by saying that a car is just an object. Suddenly, the parked car starts moving and collides with him, causing him and his car to switch places. The car, who is now in the man’s body, redlines the engine and speeds off in an attempt to get revenge. The rough roads, drifting, and two-wheeled driving takes a toll on the car. As the tires wear and the body of the car is dented and scratched, the man screams, “I’m sorry!” The man wakes up from the dream and heads for JMS, an automotive parts and maintenance shop to shower his car with love.

Cultural/Context information for the jury

“Aisha” is a Japanese word meaning “to cherish one’s car”, and there is beauty in the act of treating an object lovingly. This is because, in Japan, we believe even objects have souls. However, in the consumerist society of late, there is a tendency to promptly trade in one’s older car for a new one. We are sounding an alarm bell about this change in Japanese people’s consciousness and appealing to people through this video about the beauty of cherishing their cars longer by visiting JMS.Moreover, we were able to win great interest from Japanese audiences by performing dynamic driving techniques, such as drifting and two-wheeled driving, in a small commercial van with very limited power.

Links

Video URL