Winners of the 58th "JAA Advertising Awards: Consumer-Selected Advertising Contest" Determined

The Japan Advertisers Association (JAA) announced the results of the 58th "JAA Advertising Awards: Consumer-Selected Advertising Contest" on January 16. Eligible works were advertisements broadcast, displayed, or published between October 1, 2018, and September 30, 2019.

A key feature of this award is that advertising professionals are excluded from judging; instead, consumers evaluate entries from a lifestyle perspective to determine the winners. The 111 consumer judges conducted their selection process over approximately one month.

A total of 1,544 entries were submitted across six categories: "Newspaper," "Magazine," "Television," "Radio," "Digital," and "Outdoor/Transportation." From these, 70 works were selected as winners. Among them, six JAA Grand Prix Awards and one Minister of Economy, Trade and Industry Award were chosen per category. Additionally, the Best Partner Award was presented to the companies or individuals involved in the six Grand Prix-winning works.

Professor Yasuhiro Haga of Aoyama Gakuin University, who served as the chief judge, summarized the trends among the winning entries: "Even at this turning point from the Heisei era to the Reiwa era, I felt consumers are more future-oriented than nostalgic. What kind of future are companies trying to offer consumers through their products, services, and business? Whether advertising can resonate with people may depend on that."

The JAA Grand Prix and Minister of Economy, Trade and Industry Award winners are as follows.

■Newspaper Advertising Category
　Ajinomoto "You can eat it very deliciously."

Introducing recipe ideas to make emergency food delicious is innovative and interesting. A useful ad that solves the hassle of preparing emergency rations. It made me want to check the expiration dates on my emergency food supplies. (Judge: Female)

■Magazine Advertising Category
　Ajinomoto "Seniors especially need meat."

The catchphrase and the expressions of the grandpas and grandmas make a huge impact. It reflects our modern aging society. The smiles of the grandpas and grandmas are the best!!! (Judge: Male)

■TV Commercial Category
　Kubota "There's a wall. That's why we go. 'Try For Dreams.'"

While addressing poverty and social contribution, this moving commercial doesn't dwell solely on hardship; it clearly shows a future. It effectively conveys the company's initiatives, enhancing its image. (Judge: Female)

■Radio Advertising Category
　Panasonic "Listen to the Temperature"

The perspective of temperature and sound is unique. I hadn't consciously noticed differences in sound before, but it maximizes the appeal of sound in an interesting way. It makes you think, "Oh, that's how it is!" It's a new discovery you'll want to share with friends. (Judge: Female)

■Digital Advertising Category
　East Nippon Expressway "Father and Mother's Graduation Trip ~The Last Long Drive~"

An outstanding piece perfectly timed to address the social issue of elderly drivers. It's great that it presents surrendering one's license in a positive light. I hope many people see it and it sparks family discussions. (Judge: Male)

■Outdoor & Transportation Advertising Category
　Nankai Electric Railway "World's First!? Super Auspicious! A Child is Born to the Train Couple"

This ad energizes not just towns and railways, but people's hearts too. The sheer brilliance of the idea—starting from the fact there are more sea bream than people—is utterly compelling. It makes you want to ride this celebratory train and cheer them on. (Judge: Female)

■Minister of Economy, Trade and Industry Award

　TV Advertising Category
　Tokai Television Broadcasting "Living with an Invisible Disability."

It presents the struggles of people with developmental disabilities with overwhelming realism. Making many people aware of this reality is the first step toward solving the problem and could be considered the future role of television media. (Judge: Male)