We created the idea "Insulted Commercials." Inserted short, spiteful comments in the beginning of all sorts of company commercials. Sometimes insulting the sponsor, the product, or the talent. For the insulter, we appointed Japan's most popular animated cynical character.

Insults boosted the impact of preexisting commercials.

·Research showed that commercial recognition increased by 7 times.

·Countless voices across the internet claimed that they now watch commercials more closely.

·Many companies became new sponsors to TBS TV.