Glico: 71.8 Second Life

Client: Glico
Date: Mar 2018
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In a new campaign that plays on the global average life expectancy, Glico has released an advertisement in Japan that uses 72 different actresses to portray a woman at various stages of her life.

The Japanese confectioner, who is the maker of Pocky, wants to show through the ad that hundred years ago, the global average life expectancy was only 31 years and fast forward to today, it has increased to 71.8 years.

The ad titled ‘71.8-Second Life’, begins with a birth of a baby and ends with a woman on her deathbed. A new actress is introduced every second, with each of them representing a different year of the character’s life.

Throughout the film, the characters use Gilco’s products like Bisco cookies, Pocky and Bifix yogurt at different stages of their life.

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