Boasting a long history in Japan, Aron Alpha is No. 1 in the instant adhesive market. Its unemotional “proof of performance” TV commercials have so thoroughly penetrated the market that no one in Japan is unaware of the product’s strength. However, despite being sold not only in home centers but also at convenience stores, Aron Alpha is seen as an industrial-strength product that is “hard for average people to use”.

A crew of 4 fun-loving guys carry an old sofa from a garage out to the park. Their mission: attach the sofa to the crane cables with Aron Alpha, lift it and use it for a swing. No CG is used: the CM is shot just as it happened. Bonding in just 3 seconds, Aron Alpha successfully supported 500kg. Though few in Japan do crazy things like this crew, many in their hearts would love to take on such an absurd challenge. Instead of adopting the conventional “proof of performance” approach and focusing only on the product’s strength, we put the spotlight on how “anybody can use Aron Alpha” and “its endless potential uses”, refocusing the communication on “proving the product’s value.”