Aron Alpha is Japan's number one adhesive that prides itself on its "speed" and "strength" of adhesion. This is a demonstration commercial that conveys both of these in 15 seconds. In the ad, the sumo wrestlers create the chair so quickly with the product that there is too much extra time in the commercial. With the remaining time, they start playing musical chairs with the chair that they just created. It may look like a game that has nothing to do with the product, but it actually shows the durability of adhesive, as the chair does not break even if the sumo wrestler weighing 170 kg sits on it powerfully.

We used "sumo wrestlers," the athletes of Japan's national sport, as a symbol of large people, so that all Japanese people would notice the impact of the adhesive power. The three-second scene of the chair parts being glued together was also made to look like a sumo wrestling scene, where people are pushing each other, to make it more reminiscent of sumo wrestling. Since the brand has the largest market share in Japan and has been around for 50 years, we designed the ad to make the audience feel more Japanese and empathize with the brand.