Unbreakable Pantyhose!?

This "Adult AKB48" concept—where adult women join the hugely popular AKB48—had outstanding entertainment news value. Plus, the mechanism itself was unprecedented and quite innovative. So, it's easy to think it became a sensation purely because of the overwhelming power of the mechanism. But actually, this is a classic example of something becoming a sensation precisely because it successfully balanced both mechanism and substance.

So, what constitutes the "substance" in Adult AKB48?

The mechanism × substance for this initiative is illustrated in the following diagram.

Selected for Adult AKB48 was Mariko Tsukamoto—not a trendy "beauty queen" or model, but someone with an ordinary vibe, yet possessing an incredible figure and beauty that defies her 37 years.

In truth, her quality as an idol was the very "substance" of Adult AKB48. It wasn't just the unprecedented, innovative approach (the mechanism); the astonishingly high quality as an idol (the substance) was equally crucial. This duality is precisely why it was reported across various media outlets and why Adult AKB48 dominated living room conversations for about four months, with people debating "It's a thing!" or "No, it's not!"

Because if the idol quality hadn't been there, people would have thought "Oh, that's it?" the moment it was announced, and it wouldn't have stayed in the news afterward. To achieve this substance—this idol quality—we auditioned an incredible number of middle-aged women nationwide. A truly unbelievable number. So, even if someone told me, "Do Adult AKB48 again," I absolutely wouldn't do it (wry smile).

The Absolutely Indestructible Pantyhose

And with that, my column comes to an end. Since this is the last one, please allow me to share the feelings I poured into this book. Throughout my columns, I've jokingly mentioned things like "Buy the book~" a few times, but honestly, I didn't write this book with the slightest thought of making money.

After over 20 years working in advertising creative across Nagoya, Osaka, and Tokyo, teaching at the Advertising Conference in Hokkaido, Kanazawa, Tokyo, Nagoya, Osaka, and Fukuoka, and recently taking on a visiting professor role teaching advertising in Tokyo... I felt it was time to systematically organize the various know-how I'd cultivated. Just as I was thinking this, the Advertising Conference approached me about publishing, and I gladly agreed to write the book.

So this book generously shares the special know-how I've cultivated over more than 20 years. You could say it's the very essence of my life as an advertising creator—no, it's no exaggeration to say it's me. I truly believe I've laid everything out without holding back.

Come to think of it, I once heard this story: Truly excellent pantyhose makers never create pantyhose that never tear. Because if they don't tear, customers won't buy the next pair.

Damn...

Looks like I've written the unbreakable pantyhose. I've got advertising lectures all over the country coming up, but now I've got nothing left to say. I've just handed my know-how to rivals nationwide and ruined my own business. But hey, whatever. If you all enjoy comfortable lives as advertising creators thanks to these unbreakable pantyhose, I'll be satisfied.

Me? I'm not worried. I'm going to invent pantyhose that aren't just indestructible—they'll be even more amazing.