▲ Shigeru Kobayashi, Head of Universal Network Business Group and BU President, Mobile Communication BU, receiving the award plaque at the 30th AMD Award ceremony.
The television commercial for Sharp's smartphone AQUOS, featuring Yusaku Matsuda, won the Excellence Award at the "Digital Content of the Year '24 / 30th AMD Award," organized by the Association of Media in Digital (AMD) and supported by the Ministry of Internal Affairs and Communications. The award ceremony was held at the Imperial Hotel (Chiyoda-ku, Tokyo) on Tuesday, March 25. Shigeru Kobayashi, Head of Universal Network Business Group and BU President, Mobile Communication BU, took the stage.
The "30th AMD Award" recognizes works and services that excel in expressiveness, artistry, and technicality among digital content released or announced between January 1, 2024, and December 31, 2024.
The winning commercial expressed the beauty of the images, high-quality camera, and the attractive design of the smartphone AQUOS. The brand ambassador was Yusaku Matsuda, a legendary star. The brand message was conveyed through Matsuda's uncompromising words, reflecting his philosophy and beliefs. The visuals and audio utilized cutting-edge technologies such as AI, high-definition 3DCG, and motion capture. The commercial was produced with the cooperation of Toei Zukun laboratory*1, Office Saku*2, and Yusaku Matsuda's creative supervisor and family member, actress and photographer Miyuki Matsuda.
▲ A scene from the award-winning smartphone AQUOS commercial
Commentary: The gap between the cutting-edge technology of the smartphone and the straightforwardness of Yusaku Matsuda is interesting. It contributes to the unique brand image of AQUOS. By using advanced technology to bring Matsuda, who has an analog charm, into the present day, the brand's message has become stronger. Although there are ethical issues in handling deceased individuals with technology, the behind-the-scenes story of Miyuki Matsuda's involvement in the supervision adds a sense of respect for Matsuda from the production team. This commercial presents a model case of how technology, people, companies, and brands should harmonize.
At the award ceremony, Kobayashi said, "Smartphones have become essential and commonplace, but we wanted to convey the excitement and fun of choosing something new, so we asked Yusaku Matsuda to be our brand ambassador. We are honored to receive such an award."
▲ Kobayashi giving a speech at the award ceremony
▲ Winners of the 30th AMD Award
▲ The 30th AMD Award plaque
▲ Certificate of the 30th AMD Award
- *1
- Laboratory of Toei Company, Ltd. (Chairperson: Noriyuki Tada, Headquarters: Ginza, Chuo-ku, Tokyo).
- *2
- Office Saku, the agency of Yusaku Matsuda (President: Miyuki Matsuda, Location: Sendagaya, Shibuya-ku, Tokyo).