We produced a series of commercials showing the life of a typical oyaji (played by a former musician turned businessman). Each commercial promoted a different product/brand and all had a common theme: some trouble preventing the oyaji from watching baseball. A humorous play-within-a-play story, the true-to-life commercials uncannily depicted the oyaji’s daily life. They were seemingly of oyaji, by oyaji, for oyaji. All commercials aired in one broadcast: the most popular regular season series.

A 4-million yen budget gained 100-million yen of publicity in mass media/Internet coverage. Due to sponsors’ request, the TV station is considering continuing the campaign. Sponsor comments: “Was a topic at our board meeting” (Nissan); “Huge response from distributors. Unique contribution to revitalising our brand” (Kure); “We’ll continue cheering oyajis” (Jinro).