Advertising Agency: DENTSU KANSAI, JAPAN, Osaka
Creative Director: Youichi Miura/Shinichi Tada
Scriptwriter: Toshiya Inoue/Tadahiko Tomiiyama/Hisayuki Ito
Account Supervisor: Haruhiko Sumida
Advertiser's Supervisor: Youichi Miura
Director: Kazuo Seki
Sound Engineer: Shigeo Sakurai/Motoki Tanaka
Script in English
SFX: Gargle noise.
VO: Every day, we use a lot of water. For example, doing the dishes after an average meal (pause) you waste 700 glassfuls of water.
SFX: Gargle turns into an orchestra.
VO: After a year the waste could fill an entire swimming pool. This is enough water to support the living needs of 60,000 people for a day. With the new automatic dishwasher from National, you only use seven per cent of the water compared to washing by hand. What a small dishwasher can do for a big planet.
SFX: Gargling noise.
Jingle: National.
Brief Explanation
Roughly 90% of Japanese households still do their dishes by hand, because the dishwasher is believed to be a luxury item. Our aim was to change such perception by revealing that dishwashers use far less water than washing by hand, and that it actually makes sense to use one, both in terms of reduced water bills and reduced cost to the environment.