ACC CM Festival Awards Ceremony Held

The All Japan Commercial Broadcasters Association (ACC) held the award ceremony for the 53rd "ACC CM Festival" at Yurakucho Asahi Hall in Chiyoda Ward, Tokyo, on October 31.

In his opening remarks, Chairman Takashi Takada stated, "Abenomics has brought signs of recovery to the advertising market, and the Tokyo Olympics have been secured. While the outlook is brightening, the environment surrounding commercials is undergoing significant change. As the demands placed on commercials evolve, this year's award-winning works demonstrated the enduring power of commercials that transcend eras. As Baron de Coubertin once said, the important thing is not to win, but to fight without regret. All participants this year competed fully and fought without regret at the ACC CM Festival, which could be called the Olympics of the commercial world."

Following this, the Suzuki CM Award, honoring individuals who have made outstanding contributions to the CM industry, was presented to Keiji Nagata (former ACC Chairman / former Executive Managing Director of Communications at Canon Marketing Japan). Subsequently, the four creators inducted into the Creators Hall of Fame were introduced: the late Kentaro Uchida, Nobuhiko Obayashi, Asei Kobayashi, and the late Jiro Takasugi. Speaking on behalf of the inductees, Mr. Obayashi stated: "Commercials are journalism. They possess a powerful force at the core of television. With this awareness, I urge you to pursue artistic journalism that cultivates a spiritually rich Japanese culture, not one based on material possessions, money, or convenience."

 

 

 

The awards ceremony for commercial works introduced the winners selected from all 2,097 entries across the TV, Radio, and Marketing Effectiveness (ME) categories. Winning works can be viewed on the ACC website.
http://www.acc-cm.or.jp/festival/13fes_result/index.html

In the ME category, the Grand Prix went to Daihatsu Motor's "Move 'Its Evolution is a Sensation.' ~ New Move Launch Campaign" (Hakuhodo). Grand Prix judge and lyricist Yasushi Akimoto stated, "The Grand Prix entry is a courtroom drama. While a common approach, its high quality shone through in how it skillfully expressed the inherent nature of advertising—where different stakeholders, including viewers, have differing perspectives—using the courtroom setting. I believe advertising has evolved from an era of seeking entirely new approaches to one where high quality captures people's hearts, demonstrating value beyond mere novelty."

The Grand Prix in the Radio category went to Wacoal's corporate ad "Exactly the Same Narration" (Dentsu Inc.). Executive Creative Director Yoshimitsu Sawamoto of Dentsu Inc., who served as the jury chair, introduced the work with a preface that drew laughter from the audience: "Radio paints pictures with imagination. Simply put, it's about fantasizing from sound. Listening to the Grand Prix entry will make you realize just how shameful you are as a human being."
Here is the Grand Prix-winning work↓

NA①: From Wacoal, to all women. A bra announcement.
NA②: (♪~)

Is it shifting to the right? Or spilling out to the left?
We want to protect those two delicate curves.
It doesn't matter if they're big or small.
We hold your precious areas
gently cradle it in my hands.

NA①: Next, for all the gentlemen out there.
With the exact same narration, here's an announcement about men's underwear.
NA②: (♪~)

Are they shifting to the right or bulging out to the left?
Two delicate curves we want to protect.
Big or small, it doesn't matter.
We hold your precious areas
gently cradled in our hands.

NA①: The same care goes into every product. Wacoal.
 

In the TV category, Nike Japan's Nike Baseball "Oath" (Wieden+Kennedy Tokyo) won the Grand Prix. TUGBOAT Creative Director Yasumichi Oka, the jury chair, stated, "The judging criteria were clearly the message of the commercial and its power. We reduced the number of judges from 22 last year to 10 and thoroughly debated."

The Grand Prix winner received the Minister of Internal Affairs and Communications Award from Minister Yoshitaka Shindo. Daihatsu Motor President Masanori Mitsui, Wacoal President Hiroaki Yasuhara, and Nike Japan GM/President Karl Gribart expressed their delight at receiving the award. (Photo, from left: Daihatsu Motor President Mitsui, Minister Shindo, Wacoal President Yasuhara, Nike Japan GM/President Gribart)

Actors Ryuhei Matsuda (appearing in Avex Entertainment's d video "BAR" edition, among others) and Yuhei Ouchida (appearing in Nike Japan's Nike Baseball "Oath" edition), who received the Acting Award for "Outstanding Performance in a Commercial," also appeared, energizing the venue.