THE MAN WITH TOO MUCH LOVE

TitleTHE MAN WITH TOO MUCH LOVE
BrandCREDIT SAISON / SAISON CARD
Product / ServiceTHE SUPPORTING COMPANY OF THE JAPAN NATIONAL FOOTBALL TEAM
CategoryA05. Consumer Services / Business to Business
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DENTSU CREATIVE X INC. Tokyo, JAPAN
Production 2 DAINICHI Tokyo, JAPAN

Credits

Name Company Position
Wataru Yamamoto Dentsu Creative Director
Hideaki Nakagawa Dentsu Creative Director
Naoki Hayasaka Dentsu Copywriter

Write a short summary of what happens in the film

The series of four films has a main character who loves football so much that everything he does ends up playing out like something from a football match. The first scene is a group photo that ends up turning into a scene from a pre-match photo. The second scene is a morning assembly, during which the main character acts as if he’s an athlete during the singing of the national anthem. In the third scene, the main character helps a coworker put up a poster and directing him like a kicker during a free kick. In the fourth scene, during a meeting, the main character takes a coat from his boss and, rather than hanging it up, takes off his own clothes and hands them over, almost like a post-match uniform trade.

Cultural / Context information for the jury

Football has a special place in Japan, where there is a tendency towards being quiet. The passion surrounding football is so great that it has become customary for young people to gather and celebrate noisily in Shibuya after national team matches. Regardless of age, when playing football people often unconsciously imitate the actions of players, especially those on the nation team. In these films, we took scenes everyone is familiar with - the pre-match photo, the signing of the national anthem, the free kick, the uniform trade - and had them play out in the office. The idea was to give some positive affirmation towards this kind of passionate behavior in the context of the often more reserved culture in Japan. By lining up the release with the national team matches we succeeded in getting people more excited about football in Japan.