Generic happy-family scenes are a staple of life insurance ads around the world. This one from MetLife life Insurance in Japan transcends the cliches by putting the camera in the hands of real kids who film their parents' everyday lives.
While we've seen other ads in a similar vein recently, like this one from Minute Maid, here sweet and goofy family moments keep it authentic. So does the vivid Japanese cast, like the father who makes silly rubbery faces and the dad with a perm who drives around town with Kleenex stuck in his nose.
After the kids interviewed and filmed their parents, moms and dads watched the results in a movie theater. The kids are adorable of course, but the parents' reactions are what really tug at the heartstrings. Various versions of the film, by Isobar Japan in collaboration with Dentsu, have had 800,000 YouTube views.
Insurance ads from Asia are increasingly turning to tearjerking tales, although this level of storytelling in an ad from Japan is still unusual. MetLife's Hong Kong arm recently had a viral hit with the heartbreaking story of a little girl who calls her father a "liar," while Thai Life Insurance has come up with some heartbreaking stories in recent years.