| Title | TOO SHORT FOR TV ADS |
| Brand | ARON ALPHA® |
| Product / Service | ARON ALPHA® |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | YOMIKO ADVERTISING Tokyo, JAPAN |
| Idea Creation | YOMIKO ADVERTISING Tokyo, JAPAN |
| Media Placement | YOMIKO ADVERTISING Tokyo, JAPAN |
| Production | TAIYO KIKAKU CO., LTD. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Haruka Ichikawa | YOMIKO | Creative Director |
| Shohei Hashimoto | YOMIKO | Copywriter |
| Akari Higo | YOMIKO | Planner |
| Yuya Nabae | YOMIKO | Planner |
| Yuji Aoki | YOMIKO | Account Executive |
| Tatsuhiko Abe | YOMIKO | Account Executive |
| Gaku Ishine | MEGA | Designer |
| Kohei Suetani | Scre | PR Director |
| Mariko Tsutsumi | TAIYO KIKAKU | Producer |
| Ran Takahashi | TAIYO KIKAKU | Production Manager |
| Chuirang Rhee | TAIYO KIKAKU | Production Manager |
| Yoshihiko Yamamoto | L | Director |
| Shunichirou Yamamoto | Freelance | Cinematographer |
| Akihiro Someya | Freelance | Gaffer |
| Yoshihiro Nose | TAIYO KIKAKU | Production Designer |
| Takanori Kako | Ace | Hair&Makeup Artist |
| M. dogs | M.dogs | Animal Casting |
| Tomoya Itabashi | TAIYO KIKAKU | Editor |
| Naotaka Takahasi | L'espace Vision | Colorist |
| Jun Hatano | TAIYO KIKAKU | Flame Artist |
| Ayami Fujiwara | TAIYO KIKAKU | Sound Mixer |
| Taiyo Higuchi | OFFICE HIGUCHI | Music Composer |
An instant glue Aron Alpha bonds materials in just 5 seconds. Our target is "anyone who has ever broken something." Using TV commercials that can reach a large number of people regardless of generation, we intentionally remained duration of the commercial to express that Aron Alpha only needs 5 seconds to bond materials. We emphasized the product’s ability that even a short 15 seconds commercial is too long for Aron Alpha. In the extra time, we showed some images that had nothing to do with the product, such as a handsome man playing nose flute to give off more of the feelings that we have leftover time. Moreover, we set “something’s sticking” as a hidden theme of the unrelated images, to encourage people to post their findings on SNS. As a result, the number of commercial-related posts on SNS increased by 176-fold after the broadcast.