Learning Copywriting from "Pro Wrestling and Combat Sports"

"The difference in words is the difference in education." (Shinya Aoki)

"I feel the importance of learning things outside of martial arts to make a living in martial arts. I've lived desperately. That's the one thing I can be proud of. I have the words of someone who has lived desperately." That's how Aoki puts it.

The same conviction shines through in his words from "Road to ONE: 2nd" on April 17, 2020: "Living isn't about staying inside your house. It's about fighting what's right in front of you."

"In a word, I think it's like 'Live!' – for the fans and for myself. With the pandemic, fight opportunities have dwindled, and even when events happen, they're held without spectators. I believe a fighter's job is to inspire people. Honestly, the frustration of not being able to do that feels like it might crush me," Aoki says.

Amidst this struggle, he rediscovered the importance of studying history and language. "The fight against the plague that struck Italy in the 14th century continued for over a century afterward. It was after enduring that kind of hardship that the Renaissance emerged. Rereading authors like Ango Sakaguchi, you really feel that 'Live!' message coming through." Why do people live? To approach that abyss, one must acquire a liberal education. Liberal education becomes words, lighting a flame of hope in someone's heart.

The striking contrast between the tense expression before the match and the phrase "Happy times are coming" is memorable. In advertising terms, the "multiplication of image and copy" is masterful. (Yukio Hashiguchi)

"Words are not made, but gathered." (Shinya Aoki)

"At 36, I wrecked my family, did what I love—how about that? Jealous, aren't you?" This line was Aoki's taunt delivered at "ONE:CENTURY" on October 13, 2019. "Actually, this line is something I adapted for myself from a line in the movie 'Love×Dog,' written and directed by Osamu Suzuki. I believe words are things you pick up. Maybe I'm just being lazy (laughs)."

Hashiguchi was impressed by Aoki's insight, saying, "That's truly the perspective of a creator." "Advertising copy is exactly like that—it's not something you forcefully create, but something you discover. It's like casually picking up words lying around in the world, or phrases clients use without thinking. What looks like a pebble might actually be a diamond in the rough. I'm always picking up words with that kind of excitement. To find words, I think you just have to talk to people. Even remotely, right? As you talk, you're bound to come across words that catch your attention. Picking them up and polishing them is actually the fundamental action of a copywriter."

A shot during practice. You can't control the outcome, so you just keep pushing until you can say, "The rest is up to luck." That's what Aoki says. (Yukio Hashiguchi)

We cry, we laugh, we're amazed. These are the words you'll want to read aloud.

The latter half of the webinar became a back-and-forth exchange, with Mr. Hashiguchi introducing numerous "words from pro wrestling and combat sports throughout history that you want to read aloud," and Mr. Aoki interjecting his comments. Among them were words from well-known national baseball stars. While specific examples are omitted, summarizing Mr. Aoki's comments, I think it's fair to say that each of these words powerfully fulfills one of the elements: "cry, laugh, or be amazed."

Pro wrestlers and fighters, whose bodies are their capital, whose sole purpose seems to be winning matches. At first glance, they appear worlds apart from the act of weaving words. But that's not the case. The words that emerge after they have thoroughly confronted their own position and their true selves carry power. They can make you cry, make you laugh, or sometimes leave you so astonished by their unexpectedness that you go beyond admiration and are simply dumbfounded. At the same time, this is the very essence of entertainment that stirs the human heart.

Listening to the exchange between Mr. Hashiguchi and Mr. Aoki, I thought: Isn't the desire to "read something aloud" an expression of wanting to "ruminate on those words"? Written language (text) resonates with our emotions after being interpreted rationally, whereas spoken language (sound) reaches the heart directly. And words that strike the heart remain powerfully etched in memory forever.

When you meet someone you admire, even men end up striking a girlish pose... (Yukio Hashiguchi)

Words spoken at the last moment are powerful.

"I really dislike phrases like 'serious contest' or 'risking my life,'" says Mr. Aoki. "Because, you know, even if you say 'serious,' you're not actually swinging real swords and killing each other. So, what you're doing is just playing at a serious contest, right? Just pretending to risk your life, right? I always tease them about it."

"Genuine words carry a certain heat, and that heat can never come from lies or pretense," Mr. Hashiguchi agreed. He explained that the "famous quotes and odd sayings you want to read aloud" from pro wrestling and combat sports possess that very heat.

According to Mr. Aoki, many of the famous and bizarre quotes left behind by pro wrestlers and fighters excel at "wordplay" and "ruleplay." "Rule-playing" is a bit hard to grasp, but it seems to mean "skillfully self-producing to build a system favorable to oneself or one's organization, in sync with the prevailing social atmosphere." Huh? Isn't that exactly what's written on "page one of the advertising production textbook"? Perhaps that was the real reason Hashiguchi invited Aoki this time.

Finally, Mr. Aoki concluded: "And I think the most crucial thing in wordplay is whether you're pushing the absolute limit. This far is acceptable. This far feels comfortable. Beyond this point, it becomes tacky. When you hit that very edge, it really grabs people's hearts."

When I casually asked him to put me in a headlock, it hurt surprisingly badly! I thought my teeth might break. Yes, pain leaves a lasting impression. (Yukio Hashiguchi)

※This series is edited from the content of the webinar titled "Frontiers of Language," supervised by its organizer and MC, Yukio Hashiguchi (CXCC Bureau), and presented from Web Dentsu Inc.'s unique perspective.

[Participants Wanted]
"Frontiers of Language" Vol.3 WebinarScheduled forMonday, July 12!
Asako Tsuji × Yukio Hashiguchi "Advertising Language That Moves Society "

Our guest is Asako Tsuji, Creative Director at arca and commentator for the news program "news zero." Advocating socially conscious creativity, she focuses on two pillars: "creating ventures with ideology and social relevance" and "crafting works with a distinct worldview." She actively works across diverse fields including advertising production, product planning, event production, and leading the women's empowerment project "Ladyknows." This webinar will explore the concept of "socially conscious creativity" championed by Tsuji through her diverse activities, delving into the meaning behind the term.

・Date & Time: Monday, July 12, 8:00 PM - 9:30 PM
・Participation Fee: ¥1,500 (excluding tax)

Click here to register
https://peatix.com/event/1948644/view=