Nike's Powerful Message Earns Accolades as Winners Announced for "ACC CM Festival"

The All Japan Commercial Advertising Association (ACC) announced the winners of the 53rd ACC CM Festival on September 26. From 2,097 entries, the "Minister of Internal Affairs and Communications Award / ACC Grand Prix" and other awards were selected.

Nike Japan won the Grand Prix in the TV Commercial category. Jury Chairman Yasumichi Oka stated, "This year's theme was 'Judging is a message,' emphasizing whether the commercial conveys a message. We creators constantly strive to make powerful ads that change the world viewers see before and after watching. Nike's commercial achieved that."

The Radio Commercial category Grand Prix went to Wacoal. Using identical narration, they created entirely different mental images for listeners by changing the premise—one for women's products, another for men's. Jury Chairman Yoshimitsu Sawamoto summarized, "Radio commercials represent the origin of planning. We want young creators to know how much more interesting it can become through ideas."

The Grand Prix in the Marketing Effectiveness category, which prioritizes results from commercials, was awarded to Daihatsu Motor's Move campaign commercial. It used a dramatic format to express a difficult-to-understand feature. Sales of the vehicle exceeded 150% compared to the previous year.

Newly established this year in the TV Commercial category are the "Regional Award," honoring outstanding regional works, and the "Akira Odagiri Award," recognizing individual planning ability and creative power. The inaugural recipients of this award, named after the legendary CM planner Mr. Odagiri, were Yasushi Kuroda and Junpei Fujita for the Mitsui Fudosan Realty/Mitsui Rehouse "Voice Pencil Series" (Hakuhodo).

The winners of the Minister of Internal Affairs and Communications Award / ACC Grand Prix in each category are as follows. All winning entries can be viewed on the ACC website.

【TV Commercial】Nike Japan / Nike Baseball "Oath" Edition (Wieden+Kennedy Tokyo)
【Radio Commercial】Wacoal / Corporate "Exactly the Same Narration" (Dentsu Inc.)
【Marketing Effectiveness】Daihatsu Motor Co., Ltd. / Move "Its Evolution is a Sensation." ~ New Move Introduction Campaign (Hakuhodo)

Also on the same day, the ACC announced the recipients of the 3rd "Creators Hall of Fame." The four honorees were the late Kentaro Uchida, Nobuhiko Obayashi, Asei Kobayashi, and the late Jiro Takasugi. Works by creators inducted into the Hall of Fame can be viewed at the Ad Museum Tokyo (Minato-ku, Tokyo) and the Broadcasting Library (Yokohama City). Works by these four honorees, primarily their ACC Award-winning pieces, are also scheduled to be added.

Nike Japan "Oath" Edition