10 SEC. DRAMA: THE STOP LINE OF LOVE - SEASON 2 -

Bronze Spike
Title10 SEC. DRAMA: THE STOP LINE OF LOVE - SEASON 2 -
BrandJMS/TOYOTA MOBILITY PARTS
Product / ServiceCAR ACCESSORIES
CategoryB03. Durable Consumer Goods including Automotive
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Idea Creation 2 HAKUHODO KETTLE INC. Tokyo, JAPAN
Production TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

Credits

Name Company Position
Yusuke Kanda HAKUHODO Creative Director
Genta Ito HAKUHODO Kettle Creative Director
Yusuke Kanda HAKUHODO Scriptwriter
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
Tomokazu Tsukioka NEWS Lighting
Saori Kiriyama TOHOKUSHINSHA FILM CORPORATION Production Manager
Shizuru Kishinami TOHOKUSHINSHA FILM CORPORATION Production Manager
Yumiko Nagasaku Free Stylist
Ai Sugita Free Hair make
Futa Akashi STUD Editor
Shiki Adachi Omnibus Japan Sound Design Arrangement

Write a short summary of what happens in the film

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.

Cultural / Context information for the jury

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.

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