“Copy Yearbook 2023” contains the winning works and works that passed the screening of the 2023 TCC Award. One of the features of this year’s edition is the review selection, which is worth reading. A total of 15 entries in the general category, TCC Grand Prix and TCC Award, were selected by three judges, each with 800 to 900 word reviews. We will introduce some of them in Ad Thai.
This time, we have Kunihiko Mishima’s review of McDonald’s Japan’s “Big Mac” (winner: Tetsuro Aso), which won the TCC Grand Prix.
How cool is it to be uncool? (Kunihiko Mishima)
“Adult men have disappeared from advertising.” I happened to pick up a magazine from the 1970s that read these words. It’s been 50 years since it was said that a grown man had disappeared. I thought there was a grown man in this Big Mac ad.
The adults depicted in this ad are not cool at all. That’s really cool. There was an old record that said, “How uncool is it to be cool?” But when I see this ad, I think, “How cool is it to be uncool?” It reminds us that being thin and being strong are the sources of coolness as adults.
One line: “Big Macs are delicious.” The value of the Big Mac product is originally its texture. A paradox is occurring here in which words that threaten to undermine the raison d’être of a product function as advertisements.
First of all, when was the last time I heard the word pelori? Even if you were looking for a unique word for the product, arriving at the word “perori” is by no means an ordinary path. It is not easy for these words to get out into the world. However, the word “perori” is the unique key to simultaneously conveying the charm of a strong adult and the brand’s courage to accept this word.
A line to create old and new connections with Big Mac. He does such difficult things effortlessly. As if that’s because they’re adults. The purity of 15 seconds and 30 seconds. A sense of condensation that is well thought out. There aren’t many words, but each one leaves a lasting impression. The personality of this CM is also evident here.
Then, I noticed that the product cut had the words “REMEMBER, BIGMAC.” Of course, it’s not just about remembering the Big Mac option. It’s about remembering that a Big Mac is a cool food, and it’s also about remembering the vitality within yourself. It’s also about remembering what it means to be cool. Adults talk to adults. Exciting, provocative. I want to believe that the world needs cool advertisements, just as the world needs cool adults. Kind words are not the only thing that can encourage people. The coolness of adults living hard. There is no greater encouragement than that.
Copy yearbook 2023
It features 645 advertisements selected by 90 copywriters from over 5,000 entries, including the 2023 TCC Grand Prix, TCC Award, and TCC Newcomer Award. The award-winning works and finalist works have been carefully selected and reviewed, which can be said to be the culmination of the judgment committee’s acumen and writing skills. What questions did this year’s advertisements ask the world? Experience the passionate energy of copywriters through the “Yearbook for Reading Words and Reading Copy.”
Editing/Tokyo Copywriters Club Judging Committee Chair/Emi Ota Editorial Committee Chair/Tetsuro Aso Art Director/Kimiko Sekito Publishing/Advertising Conference Price: 22,000 yen (tax included)
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Tags: cool uncool Kunihiko Mishima Copy Yearbook AdverTimes Senkaigi
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