Cannes Lions
DAIKO ADVERTISING, Tokyo / PANASONIC / 2016
Overview
Entries
Credits
Description
This radio commercial captures listeners’ attention with the one thing they are not expecting: silence. To them, a constant stream of sound is natural, so depriving them for a short time is designed to encourage them to think about the importance of hearing and healthy ears.
In normal circumstances, Japanese radio broadcasters consider more than three seconds of silence to be an “incident,” and such an irregularity automatically triggers music as a holding pattern. This radio commercial inverts the situation, using almost three seconds’ silence as a gimmick to cause listeners to think about hearing.
Similar Campaigns
12 items