From Japan comes the case of the woman who has set out to beat a record on time without blinking. The TV commercial was designed to demonstrate the appeal of “Carre-de-chocolat”, meltingly velvety authentic chocolate, particularly to married women in their 30s. The concept behind the product is that it can be enjoyed as part of relaxing moments in between their busy household work. The ad was very successful and “Carre-de-chocolat” has become a main brand in the chocolate category, even though it was a generic product.
A woman competes to break the record for the longest time without closing her eyes. She becomes the expert in wide eyed life. Instant replays on TV show just how close she gets to closing her eyes when responding to shocks or sneezing. But there’s one factor she hasn’t prepared for.
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The Non Blinking Woman spot was developed for Morinaga and Co by Dentsu Inc, Tokyo, by creative director Yoshihiro Sato, copywriters Makoto Shinohara and Tsunao Arita, agency producer Kaoru Okimura, account supervisor Jun Sugimoto, advertiser’s supervisor Yosuke Ito.
Filming was shot by director Jun Kawanishi, via Mothers, Tokyo, with producer Yoshihiro Matsukuma, director of photography Akihiro Okabayashi and Hideyuki Fukawa. Sound was designed and arranged at Muto Associates.
The campaign won a Bronze Film Lion at Cannes International Advertising Festival 2008, a Digital award at the Cresta Awards 2008, a Gold at Ad Stars 2008, a Gold at the London International Awards 2008 TV & Cinema, and was a winner at the CUP Awards 2008.