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【CM広告費100億円】ハズキルーペ松村謙三会長、CMクリエイターに「見当違いな企画多~い」→「自分でやったるわ!」

1: muffin ★ 2018/11/04(日) 19:57:31.47 ID:CAP_USER9
CM好感度ランキング(CM総合研究所発表、2018年10月後期ランキング)で2位を獲得し、YouTubeの動画再生回数は87万回以上(10月29日現在)。視聴者はもちろん、CM業界関係者からも熱視線を送られるハズキルーペのCMはどのように作られたのか、同社の松村謙三会長(59)がCM以上におもしろい裏話を教えてくれた。

 大胆なアイディアで視聴者を驚かせるハズキルーペのCM。渡辺謙出演の第3弾以降は、松村会長自ら制作総指揮を務めている。

「まずは、商品を知ってもらうことが第一。しかし、CMクリエイターは商品を売ることよりも、自分の作品を作ろうとして、見当違いな企画を持ってくることが多いんです。“ミラノの駅から始まって…”とか“お殿様にハズキルーペを献上して…”とか(笑い)。こちらは60秒のCMの宣伝費に100億円かけていますから、1秒2億ですよ。ミラノの風景なんか無駄に見せるくらいなら、自分でやるよ!って」(松村会長、以下「」同)

 さらに会長が追求したのは、“また見たくなるCM”作りだ。

「大量に放送しても、飽きずに繰り返し見てもらうためには、細部まで発見のある映像であることが重要です。代理店に任せっきりにすると、安っぽい衣装を持ってきたりしてね(笑い)。スーツも着物も、見る人が見ればわかりますから。“衣装代はおれが払うから、ケチるな”と、徹底的に目を通しています」

 その“妥協しない”姿勢は、来春放送予定の新CMでも変わらない。まだ詳細は言えないが、「新たな大物が登場します。音楽にも注目ですよ」と自信満々の笑み。隅々まで見逃さないよう、ハズキルーペを準備して心待ちにしたい。

 渡辺謙(59)が登場したCMについてはこう語る。

「謙さん本人が、どんなCMにすべきか考えてくれて、提案されたテーマが“怒り”だったんです。“予定表の文字が小さくて読めない”など、謙さんが日ごろ抱えている“怒り”がA4用紙に手書きで書かれていた。こんなこと前代未聞だとみんな驚きましたよ」。その後、渡辺の提案をもとに、CMでのセリフはすべて松村会長が考案した。

 武井咲の復帰作となったCMは、『黒革の手帖』(テレビ朝日系)の大ファンという松村会長が武井に出演をオファー。

「出産直後の武井さんが、まさか受けてくれるとは予想外で。やるなら『黒革の手帖』以外、考えられなかった。“ドラマの再現なんてありえない”と反対も多かったですが、オスカーの社長がテレビ朝日の説得までしてくれて。ありがたい話です」。

「小さくて見えない!」と小泉孝太郎(40)がおしぼりを投げて渡辺のものまねをするシーンでの、「謙さんには内緒だよ」というセリフは小泉のアドリブで生まれたという。

 武井の事務所の先輩、菊川怜(40)もCMに出演している。

「彼女のスタイルのよさを生かせる衣装をこちらから希望し、菊川さんがスタイリストと相談して選んでくれました」

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134: 名無しさん@恐縮です 2018/11/04(日) 20:20:01.74 ID:FRjHRz/00
>>1
広告に大金掛ければバカがどんだけ引っかかるかという社会実験だ

272: 名無しさん@恐縮です 2018/11/04(日) 20:35:51.93 ID:MoLdBZr20
>>1
ただのCMに成り下がった

武井の起用は間違いだったな

344: 名無しさん@恐縮です 2018/11/04(日) 20:41:55.59 ID:ixFWcPnc0
>>1
何か武井のおかげでスマッシュヒットし菊川はただのオマケみたいな書き方だな。
事実はてんで逆だろ

355: 名無しさん@恐縮です 2018/11/04(日) 20:43:01.74 ID:/lhCRJ4O0
>>1
こういうのはオファーされた側もアイディア出せて楽しそうだな

423: 名無しさん@恐縮です 2018/11/04(日) 20:52:29.34 ID:IDN+ipe50
>>1
渡辺謙と菊川怜のCMまた流してくれよ
あれが良かったんだよ

441: 名無しさん@恐縮です 2018/11/04(日) 20:55:37.14 ID:4ManaSd60
>>1
全部社長プロデュース、ってことで売り込むことにしたんだね
ケイダッシュの会長に頼んで、とかタレント話はオスカーがもってきてとか
書き換えて台本作ったんだな

525: 名無しさん@恐縮です 2018/11/04(日) 21:07:35.95 ID:l45FvOvd0
>>1
500円程度の物を1万で売るには広告で客を騙すしかないからなw

680: 名無しさん@恐縮です 2018/11/04(日) 21:33:04.57 ID:DESqVuBP0
>>1
>代理店に任せっきりにすると、安っぽい衣装を持ってきたりしてね(笑い)

こういうところで予算を浮かせて裏金にするんだなw

732: 名無しさん@恐縮です 2018/11/04(日) 21:42:14.37 ID:qFIYymO80
>>1
ホステスのお尻でハズキルーペ踏ませる演出はどんな感じで決まったのか知りたい

後はどーでもいーわ

763: 名無しさん@恐縮です 2018/11/04(日) 21:49:48.41 ID:Gx/sDzJk0
>>1
ああ、あの頭がおかしいCMかw

突き抜けるって大事だな。
100人乗っても系のCM

789: 名無しさん@恐縮です 2018/11/04(日) 21:53:50.10 ID:3epPN7F10
>>1
広告屋に変なCM作られてる企業多いね。
この会長えらい。

2: 名無しさん@恐縮です 2018/11/04(日) 19:58:41.83 ID:iMlEvewN0
これ、そんなに売れてんの?
1000円で作れるよな?

19: 名無しさん@恐縮です 2018/11/04(日) 20:05:40.29 ID:uuUhQoX00
>>2
同じようなものは1,000~1,500円で買える

721: 名無しさん@恐縮です 2018/11/04(日) 21:40:15.91 ID:qcqVvV3D0
>>19
まじ?
どこで買えるか教えてよ
買えるんだろ?
早く早く

817: 名無しさん@恐縮です 2018/11/04(日) 21:58:49.48 ID:sJLdBE9r0
>>721
楽天アマゾンにあるよ
なぜなら俺が買ったから

174: 名無しさん@恐縮です 2018/11/04(日) 20:24:45.36 ID:FHUkCHZ30
>>2
パチもんが500円で既に売ってる

211: 名無しさん@恐縮です 2018/11/04(日) 20:28:22.11 ID:dYu5PIzZ0
>>2
これ、原価いくらだと思う?
15円なんだぜww

324: 名無しさん@恐縮です 2018/11/04(日) 20:40:14.69 ID:hUjbUpBp0
>>2
似たようなのが出回ってるねえ
でも糞みたいなCMで洗脳すれば思考停止の高齢者が買ってくれるんだよー

498: 名無しさん@恐縮です 2018/11/04(日) 21:04:33.05 ID:HNUh4zsM0
>>2
原材料費は数十円諸経費七、八千円ラベル

3: 名無しさん@恐縮です 2018/11/04(日) 19:59:44.36 ID:WRdoSbCy0
まあお尻で踏むとかオッサンのセンスやわ

142: 名無しさん@恐縮です 2018/11/04(日) 20:21:14.04 ID:3yPXrbFY0
>>3
お水のオネーちゃんが並んでお尻で踏むシーン
絶対フェミ団体からクレームくると思ったけどねえ

5: 名無しさん@恐縮です 2018/11/04(日) 20:00:41.24 ID:VAwFFgZk0
auの三太郎はクリエイターの自己満足6+勘違いの最たる例だと思う

6: 名無しさん@恐縮です 2018/11/04(日) 20:01:29.49 ID:ewNaYl2F0
>「謙さんには内緒だよ」というセリフは小泉のアドリブで生まれたという。

小泉孝太郎、やるじゃん

381: 名無しさん@恐縮です 2018/11/04(日) 20:46:23.48 ID:Ee6qQQQN0
>>6
しかしこのセリフが自然すぎて他が台本棒読みが際立ってしまった孝太郎

518: 名無しさん@恐縮です 2018/11/04(日) 21:06:36.88 ID:nTN4iAH30
>>381
w

引用元: 【CM】ハズキルーペ会長 60秒の宣伝費に100億円かけているのに…CMクリエイターに「見当違いな企画多い」「自分でやるよ!」

  
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2019.08.07 Wed
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