MTI Ltd "The most loving instruction manual" (2017) 5:10 (Japan)

MTI Ltd., the company behind the a women’s health mobile service, “Luna Luna” alongside “Dotest” the ovulation test sold by Rohto Pharmaceutical Co., Ltd have come together to create a support project for couples called the Hand in Hand Project to help Japanese couples who are trying to conceive get a better understanding of each other.

Some background: Many Japanese couples are waiting until later in life to have children. Nearly half a million women are involved in some kind of fertility treatment. For some like the woman featured in this film, they feel like their spouse isn't as interested as they are, and that the desire for kids, and the burden placed upon them to do the necessary work including fertility treatments, is on them alone. This causes alienation and frustration. With the help of psychologists, specialists and women in the work force, MTI and Rohto created something to help married couples share an understanding about fertility treatment: The Most Loving Instruction Manual. It's part of their joint Hand In Hand Project.

The Most Loving Instruction Manual Is a special kind of present wives gave to their husbands. Each one was unique. Essentially the manual is a "How-to," guide to help women make their spouses understand their needs better.

Some of the examples veer into the obvious (emotional ups and downs during "that time of the month") to more meta comments women have about their husbands (could you please just let me talk sometimes. Listening would be nice, but even if you can't be bothered, at least look like you're listening.) And the inverse of that (I care how your day went-- tell me about it, no matter how trivial.) The act of sharing and communicating is vital to any long-lasting relationship. Without it, most relationships can't last. But the open emotional, physical and intellectual channels create a bond that can't be broken between two people. It also is one of the first steps in having a decent family. You have to be on the same page after-all.

The moment when the husband realizes everything he's neglected and breaks down in tears is a profound one. I have no idea if this will help them in their journey to have a baby, but easing her tension and worry and frustration by being there for her takes a real man to do so.

Clients: MTI Ltd/Rohto Pharmaceutical Co., Ltd
Advertising Agency: Drill, Tokyo, Japan
Creative Director: Kazuya Nakajima
Creative Planner: Keisaku Ibuki, Michiru Muraki
Art Director: Ren Takaya
Production Company: DanceNotAct, Tokyo
Production Company creatives: Erika Konno, Yoichi Sano

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