|Title||10 SEC. DRAMA: THE STOP LINE OF LOVE - SEASON 2 -|
|Brand||JMS/TOYOTA MOBILITY PARTS|
|Product / Service||CAR ACCESSORIES|
|Category||E01. Use of Film|
|Entrant||HAKUHODO INC. Tokyo, JAPAN|
|Idea Creation||HAKUHODO INC. Tokyo, JAPAN|
|Idea Creation 2||HAKUHODO KETTLE INC. Tokyo, JAPAN|
|Production||TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN|
|Yusuke Kanda||HAKUHODO||Creative Director|
|Genta Ito||HAKUHODO Kettle||Creative Director|
|Kentaro Kimura||HAKUHODO Kettle||Executive Creative Director|
|Masanobu Hino||HAKUHODO Kettle||Agency Producer|
|Yoshinori Sasahara||HAKUHODO Kettle||Agency Producer|
|Koji Joke||TOHOKUSHINSHA FILM CORPORATION||Producer|
|On Matsui||TOHOKUSHINSHA FILM CORPORATION||Producer|
|Daisuke Hirata||TOHOKUSHINSHA FILM CORPORATION||Director|
|Shingo Gima||Diamond SNAP||Cinematographer|
|Saori Kiriyama||TOHOKUSHINSHA FILM CORPORATION||Production Manager|
|Shizuru Kishinami||TOHOKUSHINSHA FILM CORPORATION||Production Manager|
|Ai Sugita||Free||Hair make|
|Shiki Adachi||Omnibus Japan||Sound Design Arrangement|
The series is the sequel of “10 sec. Drama: The Stop Line of Love (Episode 1–14)”. It takes an innovative form of 10 sec. commercial drama series promoting the varied product lineup of JMS, a Japanese car accessory and maintenance store, and aim to boost the awareness of JMS. The episodes were created in a soap opera style with a middle-aged man who has slid into a complicated love triangle with his subordinate, Sayo, his ex-wife, Michiko, and many others with the quick tempo of its progressing storyline in a 10-second per episode. Having cars and the quick development of the characters’ love relationships intertwined, the composition of the series was designed to make them “a watch-it-once-and-you’re-hooked” series.
Many people in Japan nowadays prefer stories with quick story development. That made us hit upon an innovative form of telling a love relationship drama with a quickly progressing storyline in a 10 second episode. The episodes depict “the quick development of a love relationship due to car maintenance” designed to fit in the composition so that even Japanese who get easily bored would be hooked and watch them all. The series succeeded in creating a growing fan base as new episodes rolled out. This was due to quick yet subtle changes in characters' emotions that many Japanese can easily relate to, instead of dynamic story development often seen in the overseas dramas.
We invented the "serial 10-second drama" format, which is short and fast, in response to the fact that audiences are becoming less focused when watching videos, and that the habit of watching videos on small smartphone screens is becoming commonplace. We aimed to bring the Binge Watching that exists in subscription drama content to advertising content. We also wanted to incorporate storytelling that is too fast, and professional technical skills that connect with product benefits, into the film to deliver surprise and attraction to the audience in 10 seconds.