Overall Comments｜Hideki Kuroda
The pleasure of commercial video creation is in eliminating the distance between a product and an idea. This process energizes and surprises.
“The Last Pride of Man 2” offers an interesting surprise, which is effectively linked with the product’s features. “Everyone’s Spiky” expresses well the target image of looseness, a successful result of the process of developing an idea into a form. “So Cool!” is excellent with the gesture of rubbing hands and in terms of composition, and editing rhythm.
The no-editing category once again gathered well thought out commercials this year.
On the whole, there is a tendency to shift toward non-verbal communication. Since the contest became open to overseas participants, there has been an increase in the number of excellent entries that tell a story only through images. Visual images know no language barriers. I notice that many Japanese contestants, on the other hand, relied on verbal explanation. Commercials solely composed of visual images give more sophisticated impressions that verbally explicative commercials do. This is perhaps one reason that fewer and fewer Japanese teams make it to the final selection stage.
I look forward to seeing in this contest well-composed commercials with quality copy telling an interesting story that ends with an impactful tagline.
Overall Comments｜Takaaki Yamazaki
Creative Director / CM Planner
“Commercials are an eternal intruder.”
Do they have something that captures the attention of those who do not want to watch commercials? Do they have something that touches the viewer’s heart, not reasonably but instinctively?
This year, the entries were clearly divided between good ones and poor ones, with points going to a small number of entries. The award winning entries had one common point: their central idea was clear. Ideas determine results in this type of competition. Commercials cannot win with high visual precision if their ideas are weak. I would like the students who are planning to enter the contest in the future to spend more time on idea generation.
As a general tendency, I was concerned about the absence of copy in many entries. Advertising is about sending a message. Copy can clearly orient the idea of a commercial and give it greater playfulness.
In an ad competition, you can do whatever you want to do as long as you can transmit your message. I hope that future participants, taking advantage of their student status, create commercials different from professionally produced ones, giving rise to a new context of commercials.