Black humour drives air purifier sales

<p>Dentsu has used some dramatic black humour - communicating the </p><p>importance of the "freedom to smoke" - to drive sales of Midori Anzen's </p><p>air purifier. </p><p><BR><BR> </p><p>Entitled "Smoking Desperado", the television commerical portrayed a </p><p>group of westerners fleeing to Japan after learning from a news report </p><p>that Midori Anzen was so powerful and effective that people in the </p><p>country could smoke indoors with impunity. </p><p><BR><BR> </p><p>The 30 and 90 seconds television commercials aimed to communicate Midori </p><p>Anzen's bun-en ideology - the harmonious coexistence of smoking and </p><p>non-smoking cultures. </p><p><BR><BR> </p><p>"To make the message more impactful and appealing to customers, we tried </p><p>to portray Japan as a country manifested by the bun-en ideology and </p><p>juxtaposing it with other resolutely non-smoking countries in a humorous </p><p>manner," explained Dentsu TV commerical planner Yoichiro Abe. </p><p><BR><BR> </p><p>"To create further interest, we have used a non-fiction format, such as </p><p>a news report or documentary commentary, with the aim of creating a </p><p>style similar to which the target audience is familiar with," Mr Abe </p><p>told MEDIA. </p><p><BR><BR> </p><p>As Midori Anzen is an air purifier with the capability to effectively </p><p>purge the air of cigarette smoke, and creative director Masaaki Tsuruho </p><p>said the purpose of the campaign was to communicate the product value of </p><p>creating a comfortable environment to accommodate both smokers and </p><p>non-smokers. </p><p><BR><BR> </p><p>"The strategy of the new advertising is to point out to our target </p><p>market that they can make the wonders of bun-en culture a reality by </p><p>purchasing this Midori Anzen product for their offices," he said. </p><p><BR><BR> </p>