Matthew Miller
Nov 11, 2014

Nissin animates Manchester United

Nissin has splashed out for a renowned animator and created a visually arresting video to activate its sponsorship of Manchester United. So why does it sound so cheap?

Client: Nissin

Agency: Dentsu and Dentsu Adgear

Market: Singapore, Hong Kong, Thailand, India, Japan, Mexico and Kenya.

Campaign scope: 30-second online film by animator Kazuto Nakazawa

Press release quote: "'Hungry to Win' is part of Nissin's global marketing initiative, created to inspire its consumers to 'rise to the challenge' and reflect Manchester United's vision—to be the best both on and off the pitch. It is the first time the Club's players have been depicted using the popular Japanese animation style."

Comments: Visually bold and exciting, the ad features the likenesses of Angel Di Maria, Wayne Rooney and Robin van Persie. It also features their voices, and this is where we find cause for complaint. The voices fit very poorly into the sound mix, and the line readings are terribly lifeless. One can't help but wonder whether the players literally phoned in their performances. It's a shame to make something that looks so strong sound so weak.

Previously: Nissin made the top of our World Cup roundup thanks its astonishingly skilled soccer samurai.

Update, 19 November: Added agency name after finally receiving confirmation. The agency also sent along a credits list:

Creative Director/ Planner ; Mr. Takahiro Kamei (Dentsu Adgear)
Art Director; Mr. Kenji Tsuji (Dentsu Adgear)
Copy Writer; Mr. Toru Ishikawa (Build Creative house)
Director; TAKCOM(P.I.C.S )
Account Planner; Mr. Hiroaki Dehari (Dentsu)
Producer; Mr. Yoshiki Ishi (Kirameki )
Production Manager; Mr. Yuki Masuda (Kirameki )
Animation; LOGAN (
Character; design; Mr. Kazuto NAkazawa
Logo & Subtitle design; Non-format( )
Post Production; OMNIBUS JAPAN Inc.
Account Executive; Takehiko Shimura (Dentsu)
Account Executive; Koji Imai (Dentsu Adgear)


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