In a new campaign for Japanese insurance company MetLife, children filmed their parents’ daily lives to create a short film, to show their parents how important the bond of family is. This viral idea was created by Isobar Japan and is called called “My Dearest Dad and Mom.” This is a short teaser version, the subtitled 12 minute directors cut is available on youtube, which has more of each family in it, and a long tear-filled reading of letters to his parents by the young boy Rintaro, which will make you sob along if you're the highly empathic type. In other words : MASSIVE KLEENEX WARNING. To create the films, Isobar Japan worked in collaboration with Dentsu, Japan's largest advertising agency.
Isobar creative director Hiroyuki Emoto, explains the idea: “The theme of it, the universal concept of family speaks to everyone the same way around the world while simultaneously raising the question, what is the true essence of family? This emphasis builds depth and the emerging answer from viewers – I feel, is to strive for the fundamentals and pursue reality creatively. As real as it is, the existence of a number of challenges and risks involved in realising this project required the team to synchronise their hearts and accomplish this emotionally-driven production within a single day.”
Ad agency: Isobar