TAKASHIMIZU SAKE: ROBOTS

	Download original version (size: 1.8 MB; duration: 01:59)
Released:	March 2008
Advertiser:	AKITA SHURUI SEIZOH
Brand name:	TAKASHIMIZU SAKE
Agency:	DENTSU
Country:	Japan
Category:	Alcoholic drinks
Tags:	Tokyo

Credits:

Advertising Agency: DENTSU, JAPAN, Tokyo
Executive Creative Director: Hisashi Hayashi
Creative Director: Hideshi Makishima/Sachiko Nakayama
Scriptwriter: BJ Averell/Hisashi Hayashi
Agency Producer: Yoshitaka Miyazawa/Takatoshi Uchiyama
Director: Jim Okumura
Sound Engineer: Cola Vitti


Script in English
MVO: To all you fellow Americans who have just moved to Japan; life here is one surprise after another.

For example, the vending machines here talk to you: '150 yen, please, Iced or hot coffee?'
Take too long to decide and you get scolded: 'Make up your mind and insert the money you idiot!'

Even the elevators talk to you: '1st floor, ding! 2nd floor, ding! Over capacity, will the fat American with the ugly tie who came in last, please exit? Ding!'

And the trains stations! In New York the gates are all like, clunk...clunk...clunk. But in Japan they are all like, clunk clunk clunk clunk. And it is even faster during rush hour! Countless businessmen dash through at a fever pitch clunkclunkclunkclunk, work, work, work, money, money, money. Lazy wife, lazy son, lazy daughter, more money, more money, clunk clunk clunk!

The trains during rush hour get so packed that once I was crammed in so tight my entire suit came off and it ended up on an old woman next to me - it looked good on her.

But the Japanese will never complain because that would be considered...rude!

So what's Japan’s secret? They are robots. Yeah, I have figured it out: they never rest, never complain and they are always on time. I’d say at least half of all Japanese businessmen are robots. I am certain of this.

I will tell you how you can tell the difference between the humans and the robots. Here in Japan, the businessmen all go to bars after work and order this Takashimizu Sake. It is good, oh yeah, really good. Makes them forget they got passed over for another promotion that should have been yours but went to some guy from marketing ten years younger than you. Yeah, lifetime employment, great.

So the ones drinking the Takashimizu are the humans. The ones drinking the other brands are the robots. Why? Because the other Sakes taste like motor oil. That's why! Robots. Oil. It is SO obvious!!

ANN: Takashimizu. Sake for humans. Poison for robots.
Brief Explanation
The objective of this radio spot is to communicate the goodness of Takashimizu to foreigners still unfamiliar with Japanese sake.

Delicious sake is not made in large factories, but in small workshops which are mostly home to elderly expert craftsmen, so they can watch over every detail. They produce sake not for the general public, but for their family and friends. So these are the faces they see when crafting the sake.

Takashimizu is one of the most loved sakes in Japan, because people who love people love Takashimizu.