The Word Works

Consuming Japan

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And the Grand Prix winner is...

Published By: John on 02/19/07
Categories: Advertising

imageDentsu Kansai’s Takaaki Yamazaki, copywriter, creative director, planners and narrator for the series of TV commercials for Hot Pepper magazine that won the Tokyo Copywriters Club Grand Prix for 2006. These ads, the latest in a campaign that has been running for five years, combine straightforward promotional ad copy with images taken from apparently utterly unrelated movies. Yamazaki explains that when he was trying to come up with his first ideas for the campaign, he wasn’t getting anywhere. He had procrastinated until it was time for his annual medical checkup. Then, while sitting in the doctor’s waiting room, he found himself staring at a movie with the sound turned off playing on the TV set. He found himself saying “Sugoi! (amazing!) and realized, he doesn’t know why, that putting ordinary words in the mouths of actors in movie settings could turn them into effective copy.

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