Objective: To communicate the benefits of a hot water heater with advanced features and an 'almost human' touch. Concept: Imagining a type of charming traditional woman now rarely found in Japan, an elderly man becomes infatuated with the female voice that announces when the bath is ready. As he writes a letter to Panasonic, the performance of the hot water heater is communicated to the listener.Target Audience: Middle-aged and elderly households in general.20% of Japanese are now over the age of 65 and that percentage is rapidly rising