How to Create "Interesting" That Moves the World

 

Is "Funny" Necessary in Advertising?

First, as a premise, the "interesting" discussed in this book is defined not just as the emotion of laughter, or "omoroi" in Kansai dialect, but as something that stirs various human emotions: "moving," "exciting," "infuriating," and so on.

Indeed, people are drawn to things they find interesting; they want to talk about them and engage with them. Just as it's often said in romance that "the opposite of love is indifference," the saddest outcome for advertising is failing to capture people's interest. That's precisely why advertising needs this kind of "interesting" – the kind that sparks curiosity and drives action.

The "?+?=100" Thinking That Creates "Interesting"

So how do we create the kind of "interesting" that moves the world?

This book explains that it lies in the combination of two elements:
This book explains that it lies in the combination of these two elements.

First, the "planning power" that creates "interesting."
One key element here is how you use your mind.

A common pitfall in planning is the mindset of seeking the answer to "99 + 1 = ?".
Unconsciously, we assume there is only one correct answer. This way of thinking, searching for a single answer, cannot create "interesting." Mr. Nakao, the author, states that what is needed to create "interesting" is a way of thinking that considers the answer to "? + ? = 100."

There are infinite ways to arrive at an "answer"! So, please, do not assume there is only one answer. Do not think it must be conventional or common sense. Always be mindful of whether you are trapped by preconceived notions. (P.24-25)

In other words, "interesting" is not the result, but the method to achieve the result.

And to make this "interesting" possible, the absolutely essential element is "execution capability."
No matter how interesting an idea is, if it isn't realized, it might as well not exist.

You know, that thing where someone casually dismisses it with, "Yeah, it's really interesting, but..." I think it's a common sight in this industry.

The overly calculating "Eguchi Manami"

This book vividly (lol) shares the know-how to create and realize this "interesting," complete with real-life examples. (And not just success stories—it even includes failures and lessons learned!)
It's incredibly interesting, but you'll find yourself wondering, "How did this idea even get approved?" There are plenty of examples like that.

Among them, the project that really shocked me back then was Ezaki Glico's "Ice no Mi" advertising campaign featuring "Eguchi Manami."

Many may know this: AKB48 suddenly debuted a major newcomer, the stunningly beautiful "Eguchi Manami." She appeared prominently on magazine covers and in commercials, causing a stir, only for the campaign to reveal, "Actually, she was CG!" – a truly epic prank.

This book reveals the behind-the-scenes details and know-how of this campaign as one of five secret strategies for moving the world with "interesting" content. I was amazed to learn just how meticulously calculated this "interesting" was.

Seriously, Mr. Nakao, are you sure it's okay to reveal everything like this? (laugh)

This book is packed full of the know-how needed to create "interesting." If you work in any field requiring planning or ideas—not just advertising—you should definitely give it a read.

 

【Dentsu Inc. Modern Communication Lab】