Recently in Japan, there has been a sharp decline in the number of people who read a newspaper regularly. It's not exaggeration to say that almost all the people riding a train use their cell-phones for communicating and getting information. When you consider this situation, what happens if there is one person reading newspaper? It looks so cool and intelligent. We decided to make a commercial that appeals to people by accentuating the unique circumstances of today with a sense of humour.