Currently, Japan’s Internet communication standard is “4G,” but NTT docomo has been working on the development and practical application of “5G,” a new high-capacity and highspeed communication standard for the new age. The company needed to promote that they are leading the effort to develop and commercialize the future communication standard.

The advertisement attempted to efficiently raise consumers’ awareness of 5G by incorporating the 5G element in the sponsored advertisement of the Olympics and also to associate the brand image with the advanced technology.

The advertisement is published across the first and last pages of newspapers. The front page exclusively features the Olympics, which apparently looks like a sponsored advertisement of the games. As the reader opens the newspaper, however, the photo of a running elementary school students appear along the copy related to 5G, making the reader realizes that the advertisement is about a future communication technology.

Achieving what will one day be common place.