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1 of 1 episodes seen
In Japan, nearly everything has a mascot, from chains, from television shows, from schools, prefectural governments, towns, even independent konbini. So people are used to 'super-deformed', being part of their life, just as how I am used to photography augmented in all kinds of advertising in my own country.
This in part explains why a construction company has made a very short anime for its advertisement. And also why there is no mascot. Taisei Corporation is a construction company, as we see, we are shown a romanticised version of their Bosphorus Strait Undersea Tunnel under construction in a few seconds. What this includes are a few scenic shots of the work, but the majority of what is shown is our protagonists upbringing, and the surrounds of Istanbul.
Our protagonist has no name. We are shown her as a teenager, in what looks to be perhaps Aomori. She is given a past, a Japanese heritage, upbringing. We can identify with her goals and desires, however vapid they may seem from such a short development. This impact is emphasised especially by a cameo of Mei Kurokawa delivering our heroines role. We even have the Makoto Shinkai trademark of introspection upon trains, perhaps more meaningful for Japanese than I.
So why a nameless heroine? Why not the European approach to such an advertisement, like seen in https://www.youtube.com/watch?v=Mo6hk2c6Vxc for example?
1. The medium of anime relates to the audience a understanding, a trust, a amiability, not present in a live action advertisement
2. You can present turkey as pristine, you can present your facilities as beautiful, with the aid of such a genius as Makoto Shinkai
3. In anime form, presenting a persons life in a few seconds, an impossible thing to do in real life without losing authenticity, can guarantee the audience of the Japanese-ness of this lady
4. Our heroine is strong, at one point puffing. Labouring at sports. She has the 'fighting spirit'.
5. With these benefits, the main purpose of the extremely short succinct animation fulfils its purpose. Provide the Japanese people with the knowledge of their work ~ a beautified version of their actual construction ~ assure the viewer of the Japanese heritage of the company ~ attract interest, confidence, and perhaps even investment in the company and their ventures. Unfortunately, Taisei is having large difficulties with this project.
So Bosphorus Strait Kaikyou Tunnel is a 30 second long short, that delivers exactly what it was designed to, beautifully, with a insert song by Anri Kumaki in the background even, competently voiced, with more characterisation than some movies. It implements techniques within every second, at times even rushing the viewer. Golden for its length, and even strong against some short animations of 10 minutes length.
Devour it now!