Promoting Japan! Special with Hiro Sasaki of Singata (Part 2)

This edition of Dentsu Inc. Design Talk features Hiroshi Sasaki, a leading creative director representing Japan. Sasaki continues to create outstanding advertising at the forefront of the industry. He and special guest actress Kirin Kiki will reflect on their careers and discuss advertising.

 

To make the world and life more interesting, it's important to have "breadth."

Sasaki: When I interviewed Ms. Kirin for the "Copy Yearbook 2016" project, she said, "The character for 'fake' (偽) is written as 'for people' (人の為)." I never dreamed the kanji for "fake" could be interpreted as "for people," so it was quite a shock.

Jumoku: Humans all have two sides; not everything is genuine. If everything were genuine and just, wouldn't it become stifling, boring, and lonely?
And Dentsu Inc. as a company connects creators with the general public, making the world more interesting. I think it's a truly wonderful profession.

Sasaki: Thank you. Before Ms. Kirin arrived today, we were discussing the theme "It Turned Out for the Best." We were talking about how, looking back now, all the misfortunes and bad luck we experienced seem like they were actually for the best.

Jumoku: But that's down to your ability, Sasaki. It's not that every unpleasant thing automatically becomes "good." It's your way of perceiving things that turns them into "good."

Years ago, Michihiko Yanai asked me to appear with Yuya Uchida in a Recruit "Zexy" commercial as a married couple. Since it was a wedding magazine, everyone opposed it, saying a separated couple wouldn't be appropriate. But we decided to do it anyway.

The day the commercial finished airing... well, Mr. Uchida got arrested. I thought, "Oh no, I've done something terrible. I've really caused trouble for the client." But the client was incredibly generous. Since the airing had already ended, they decided it was fine.

Later, they said they wanted to make a second installment. What should we do? In the same setting, no one would be in the husband's position. I'd sit alone, murmuring a line adapted from Santoka's poem: "After all, it's better to be a weed alone. After all, it's lonely to be a weed alone."

While the public knew my husband had been arrested, instead of hiding that and only showing the pretty parts, we were able to create something that embraced everything. That was thanks to Mr. Yanai's skill and the client's generosity in approving it. When I think, "Oh my, this is a big mess," I just endlessly clutch my head in despair. That kind of thing might be what Mr. Sasaki meant by "it turned out for the best."

When you live a life with that fundamental "breadth"—including room for play—I think that's when unexpected strength emerges in moments like this. Being able to be part of something people say was "interesting," "good," or "memorable" through everyone's efforts is truly wonderful. It's a rare thing, after all.

 

Creating work that emerges from the world

Sasaki: For my 60th birthday, I received a video message from Ms. Kirin. In it, she said, "Now that you're 60, set aside the work you've done so far and find a new direction. Isn't there a way for people in the world of commercials to communicate the problems in society more effectively, so it really hits politicians right between the eyes?"

That one line from Ms. Kirin—"Why not do something meaningful?"—made me realize something. It felt good to be involved in revitalizing Japan. Plus, I'd always wanted to make commercials for Japan.

Jumoku: That's also a matter of perspective, isn't it? Before I go, I'd like to share the words of an 11-year-old Brazilian boy.

"Words can make people happy, but they can also hurt people."

It's a simple sentence, isn't it? Just that. Words, depending on where they're placed, can either bring life beautifully or cause tremendous hurt.

I think people are like that too. For example, within an advertising agency, there are various departments. When deciding where to place someone, I believe it's incredibly important to look at each person's innate qualities and give them time to mature.

If you find yourself uncomfortable, don't dwell on the dissatisfaction. Use it as fuel to discover something new. Life isn't about the result. The journey itself is quite fascinating. I hope you can enjoy the ride without overthinking it.

The right place for people, the right place for words. If you keep this in mind, I think 2017 will see a lot of amazing copy emerge, and I'm looking forward to it.
Thank you very much for today.

Sasaki: Ms. Kirin is simply incredibly cool as a person. She's someone I deeply respect and hold in the highest regard. Rather than me talking at length, I think she shared something that will truly stay with everyone. Ms. Kirin, thank you so very much.

Ms. Kirin's words made me realize that work isn't just "client-driven" – there's also "world-driven" work.

It took me this long to finally realize that. I think it's also valid for ad agencies to approach projects not just by competing with rivals, but by thinking, "How can we make Japan a little better?" or "What can we do to make everyone happier?" I want us to pursue what Ms. Kirin said: "Things that are interesting and worthwhile."

My story about "things turning out for the better" might not have been very convincing, but I hope today becomes a turning point where you can look back and think, "Despite everything, that moment made things better."

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You can also read the full interview here on AdTie!
Planning & Production: Dentsu Live Inc. Creative Unit 2nd Creative Room, Aki Kanahara