This is a newspaper advertisement announcing the appointment of the new manager of Japan's professional baseball team "Yokohama DeNA Baystars".

Daisuke Miura, who has been working hard for the Baystars as a player and a coach for 30 years since joining the team, was appointed as the new manager. He is a person who symbolizes the team in both name and substance. His promotion was long awaited, and he finally took the post to further enhance the growing expectations of fans for the next season.

When Daisuke Miura, who worked hard for the Baystars as both a player and coach, became the manager, he changed his uniform number from "18" to "81". He had worn the special number 18, which represents a star player, since he was an active player. For fans, this news is as big as the news was when he took the post as the new manager of the team. By creating an advertisement that makes the most of this event, the aim was to hype the expectations of fans who have followed and supported him and will continue to do so in the future.

The biggest feature of this advertisement is the idea that the message transmitted to the readers changes as they rotate it 180° up and down.

When the number in the center is "18", readers can see the thoughts, stories, and history attached to the number in the catch copies below, and when the number is "81", readers can see the preparation and thoughts on his becoming the manager in the catch copies below. The past, present and future of Mr. Miura and the team are expressed.

By taking advantage of the characteristics of the newspaper media, which is tangible for readers, the advertisement was more impressive and created a sense of surprise and discovery.

On the day the advertisement was released, it became a hot topic among fans and spread quickly mainly on SNS. The manager's inauguration interview was held on the same day and recorded more than 100,000 views on a video site.

In addition, due to its great creativity, it attracted attention from the photography and advertising industries. It was featured in an advertising magazine in Japan.