Cannes Lions

Kubota Engine Discovery

BBMEDIA.INC, Tokyo / KUBOTA / 2023

Demo Film






For the 100th anniversary of Kubota engines,

we thought about what would make people feel the existence of Kubota engines the most.

Kubota engines have been working all over the world since 100 years ago,and support the lives of people around the world.

However, most people have never seen the Kubota engine itself.

Most people must have heard the sound of the Kubota engine working in their lives somewhere.

Maurice Ravel's Boléro was also composed about 100 years ago in 1928, and like the Kubota engine, it continues to be played all over the world.

From the sound of a Kubota engine 100 years ago, Kubota factories sound, to the sound of the latest Kubota engine.

Watching how Kubota engines are made, We aimed to people can feel the 100-year history of Kubota engines through the sound.


What kind of sound did people hear 100 years ago?

Just as we hear electronic sounds mixed with the latest technology and AI-composed sounds, people who heard the sound of an oil engine for the first time must have heard it with surprise and hope for the future.

"This Sound. The beginning of everything."

This film begins with a scene of running an engine manufactured about 100 years ago.

The sound of that engine changed to the sound heard at Kubota's factories.

And that sound begins to play Maurice Ravel's Bolero, which was composed about 100 years ago.

And that sound will eventually lead to the sound of the latest engine being used now.

The solo performance of the about 100-year-old Kubota engine ultimately transforms into a musical soundscape of many performers, much like an orchestra, perhaps expressing something of Kubota Engine's manufacturing processes, which are unique the world over.

Similar Campaigns

12 items

Kubota Engine Discovery


Kubota Engine Discovery

2023, KUBOTA

(opens in a new tab)