Japan is overflowing with excessive advertising. People are tired, and tend to turn their eyes away from the ads. In particular, many of the TVCFs and web commercials are infomercials, showing brands and products in an obvious way. Thus, it is rare to find ads where people can enjoy movies and scenario, forgetting they are advertising.

Working with a movie director and movie stars, we created a short movie to depict the lives of 3 people the Japanese audience could identify with. First, we ran the unbranded movie that looks exactly like a movie trailer on YouTube, before releasing the main movie. Even in the main movie, the brand appeared for only 10 seconds before the movie ends. It is in the last scene (and the shocking ending) of the story, where it was finally revealed that the brand had been playing an important role.

Results: The drama series exceeded 1m views in the first 3 months. Comments sadly lamenting the tragedy of the leading character swarmed around on SNS, and people checked it with their own lives. Surprisingly, 90% of the viewers watched the whole 180-second long movie.