Here's another Japanese TV spot that delivers tremendous emotional impact. It was aired along with a series of other ads that subtley, expertly conveyed the idea that 7 Eleven is more than just a store.
Throughout the campaign, the same female employee appears, and in each version she interacts with a different customer. What's remarkable is that in each one, neither she, nor the customer speaks more than a few syllables. Yet each contact speaks volumes: viewers come away feeling that 7 Eleven is so accessible and authentic that people interact with it the same way they would with a best friend, sometimes even becoming transformed in the process.
Here's the translation for this one:
Man: Um. . . .I'm looking for. . .some . . . courage.
Shop girl: There's some there.
Man: Where?
Shop girl: Inside you.
Man to companion: "Marry me!"
Companion: (nods yes)
Telop: What is 7 Eleven to you?
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Westerners might come away from this TV commercial wondering, "what on earth is going on here?"
The fact of the matter is that Japanese life can sometimes be so demanding, so hectic, and so rigid that at lot of people are probably craving something friendly and familiar and helpful. The old days when you knew and could get support from everyone on the block are long gone, but you can still find everthing you need, even warmth—at 7 Eleven.
Other executions from the same campaign can be seen on the 7 Eleven Japan website.
* Copyrights to the above TV commercial, and all others shown on this site, are the property of the organizations and creators which produced them.
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