Corporate PR animations (animated commercials) combine an entertaining visual appeal not found in live-action with the ability to convey compelling stories, making them an effective advertising technique. In recent years, with the proliferation of social media, ads can be easily blocked, leading to increased focus on this type of advertising that captures interest.
PR animations can effectively convey a company's brand image and message because characters and stories foster viewer empathy more readily than live-action, and they offer greater flexibility in expressing concepts.
So, what kind of visuals should you create specifically? Animation differs from live-action in its production process, and its presentation methods are not identical.
Therefore, to help you grasp what kind of visuals work best, we will introduce corporate case studies of PR animation videos.
・Understand what types of corporate animation commercials are succeeding in the market
・Learn the characteristics of successful corporate animation commercials
・Discover specific examples of corporate animation commercials
・Grasp the key elements necessary for corporate animation commercials
Case studies of corporate animation commercials: Product PR & promotion edition
Technological development has consistently improved by drawing on past examples, making it smoother to reference concrete images for ideas rather than starting from scratch. From here, we will introduce specific examples in sequence.
Product PR: UNIQLO “Doraemon & Louvre Museum” UT Collection
By featuring the beloved national character Doraemon as a symbol of sustainability, UNIQLO is creating an environment where its sustainability initiatives are easily understood by the masses.
When communicating social themes, it is important to consider and utilize trusted characters (celebrities) and what is considered common knowledge.
Given this precedent, the launch of the “Doraemon & Louvre Museum” UT collection represents an excellent example where synergistic effects between the two entities can be anticipated.
Beyond the Louvre, UNIQLO continues its “UNIQLO Museum Project” in collaboration with world-renowned museums like MoMA, Tate Modern, and the Museum of Fine Arts, Boston. This initiative aims to increase opportunities for people to engage with art and enjoy it more intimately.
Thus, when prioritizing building brand trust by leveraging a character's established credibility, utilizing third-party IP from long-running anime series can be an effective strategy.
Product PR: Nissin Yakisoba “U.F.O.” - “Sorotani U.F.O.- You ate it, right?” 30-second version
First up is the animated commercial for Nissin Foods' “U.F.O.”, which ranked first overall in April 2023's commercial appeal ratings. Unfortunately, it is no longer available for viewing, but it was an animated commercial created in collaboration with anime director, screenwriter, and manga artist Sorotani's YouTube channel “Sorotani no Anime-cchi”.
“Sorotani no Anime-cchi” has 854,000 YouTube subscribers and a total of 536.58 million views (as of January 29, 2024), garnering significant support from many fans.
Currently, through collaborations with CoroCoro Comic, we are promoting advertisements featuring our illustrated characters in different formats, such as releasing exclusive character comics.
Cup Noodle - “Low-Sodium Pro Edition” 30-Second Spot
Cup Noodle's “Low-Sodium Pro Edition” is an animated commercial announcing the release of the “Low-Sodium” type from the Cup Noodle PRO series, featuring 30% less sodium.
Featuring Chiaki Mayumura's “Face Don” as background music, it's a collaborative animation CM with the tagline “Nice to meet you, I'm Matsuo.”
With 30% less salt and added calcium and vitamin D, it's made with the hope that even those mindful of salt intake will enjoy it.
Furthermore, another version highlights the pairing with a competitor's brand product (a cola beverage), adding freshness while promoting the product without causing discomfort. This collaboration likely made it easier to attract attention from new demographics.
Product PR: Marukome - “The Taste of a traditional restaurant: Liquid Miso - Together forever” 90-second version
This animation depicts the love between a married couple living in modern Japanese society, and many comments on YouTube express how moved they were by it.
It features not only nostalgic scenery but also meticulously crafted music, with both the piano and violin used being vintage masterpieces manufactured approximately 100 years ago.
Actual product bottles appear within the animation, yet they effectively promote the items without disrupting the story's atmosphere.
Had the product bottles been shown in live-action footage, it might have looked “too much like an advertisement.”
Product PR: TACT HOME - “Reasons to search” 30-second version
This Netflix special animated commercial strings together iconic scenes from numerous anime series. Composed of moments from various anime available on Netflix, it conveys the message: “When you watch great anime, you just want to talk about it” = “Anime makes words flow.” It's a longer-form commercial.
While it might stray from typical corporate advertising and PR, wouldn't it instantly grab the attention of anyone familiar with those anime series? It truly demonstrates how animation can leave a lasting impression on people's hearts.
Product PR: McDonald's - “Feel like you're there” 15-second version
This animated video was released to promote a new product inspired by New York City. Featuring comic book-style animation and a parody song based on the “Ghostbusters” theme, it's a comical and upbeat commercial.
While live-action films based on American comics are popular in Japan, few people are likely familiar with comic book-style animation, right? It's precisely this sense of unfamiliarity that makes you stop and watch.
Case studies of corporate animation commercials: Company PR (recruitment & branding) edition
Company PR: Yokohama City Hall - “Recruitment introduction movie”
Yokohama City Hall has successfully combined the “ease of understanding” and “approachability” of information by incorporating animation into its recruitment activities for the public sector, which can often be perceived as rigid and unfriendly. A key feature is how complex systems and career development pathways are visually organized through graphics.
Information about public administration is a genre well-suited to leveraging animation's strength in conveying difficult concepts simply.
The top page of Yokohama City's website gives the impression that it employs strategies like using characters to “encourage younger generations to take an interest in elections.”
In this way, “clarity” and “approachability” convey appeal more effectively than detailed explanatory materials and can be applied beyond recruitment.
Company PR: WOLOC - “Anime where children become president”
Uoroku's recruitment animation captures viewers' attention with its bold premise of “a child becoming president,” while playfully conveying a “flexible and free corporate culture.” The key point is that the unrealistic presentation paradoxically makes the company's personality and corporate culture feel genuinely authentic.
From a recruitment marketing perspective targeting younger generations, it's easier to secure talent that truly fits the company culture by motivating them through “atmosphere and passion” rather than solely through “systems and benefits.”
Animations like Woroku's, which allow viewers to grasp a company's atmosphere while enjoying themselves, are likely to be widely adopted by many companies.
Company PR: Hiroshima Gas - “Stories of this Town, Episode 1”
Because it's a company rooted in the local community, using the local dialect makes the animation feel approachable and relatable.
Seeing familiar words and local scenery and landscapes brings a smile to your face, doesn't it?
Although it's only a minute long, the animation's ability to connect the story at a brisk pace and make the overall narrative easy to visualize is a definite advantage.
Company PR: ENEOS - “The Future of Energy” 30-second version
ENEOS's character “Enegori-kun” has been animated to convey the company's message: “We thoroughly consider the future of vital energy and deliver solutions. That is ENEOS's mission.”
By animating their character, ENEOS creates a flow where the message is recalled each time the character is seen. Since it's also displayed on LCD panels at service stations, many customers may have noticed it while refueling.
Company PR: Taisei Corporation - “Singapore Edition”
Makoto Shinkai, known for directing films like “Your Name.” and “5 Centimeters Per Second,” helmed the commercial. The delicate visuals and polished storytelling are quintessential Shinkai World.
Masami Nagasawa voices the main character, while SUKIMASWITCH handles the music.
While showcasing the company's achievements, the refreshing animation shakes off the conventional image of the general contractor industry, and the passion for their work truly comes through.
Had it been live-action footage, it likely wouldn't have achieved this level of refreshing appeal.
Company PR: Tamaya Pawnshop - “Entrusted Feelings” 80-second version
Video link: https://youtu.be/HsyZEkIpTPU
Many of you may be wondering, “Why is a pawnshop so fantasy-themed?” The truth is, the aim was to “gain recognition among younger audiences.” They likened the items bought and sold at the pawnshop to game accessories and expressed them within a fantasy world.
Despite the unexpected combination of pawnshop and fantasy, the concept is logically constructed, drawing you in with a grandeur reminiscent of a movie trailer.
The full animations introduced so far can be produced relatively easily by utilizing “indie animation,” which is self-produced animation. For more details, see “The Secret Behind Indie Animation's Low Production Costs? Explaining Why It's Popular Even for Music Videos.”
Learning the “secrets to success” from corporate PR animation (commercial) case studies
The factors contributing to a company's success with animated commercials are diverse, but particularly crucial points include collaborations with characters or YouTube channels that already have a fan base, elements that make the content easygoing and enjoyable, and a natural introduction to the product without being pushy.
Modern internet users can easily block content they find unappealing. Therefore, relatable content that provides viewers with enjoyment or useful information is essential for the success of animated commercials. For instance, collaborating with popular anime characters or well-known YouTube creators is an effective way to capture viewer interest and increase brand affinity.
This approach moves away from direct product promotion, instead offering viewers valuable entertainment that naturally introduces the product or brand. As a result, viewers enjoy the content while forming positive impressions of the brand and product.
Now, let's break down the trends by examining the scenario and visuals that make up the video.
Decoding successful scenario elements from commercial case studies
The success of animated commercials relies heavily not only on eye-catching visuals but also on memorable scenarios. For companies to achieve success with animated commercials, they must skillfully combine storytelling elements to leave a deep impression on viewers.
Successful Scenarios Integrate Story, Characters, and Brand
Many successful animated commercials feature scenarios that naturally integrate relatable stories, likable characters, and the brand's message. For example, collaborations with characters or YouTube channels that have a fan base provide reassurance to existing viewers while also attracting new audiences. This elevates the commercial beyond mere advertising, offering viewers entertainment value.
Scripts Tailored for Online Viewing
In the internet age, viewers easily skip content that doesn't interest them. Therefore, animated commercials must not only be visually striking but also provide viewers with some form of value. This can be achieved through enjoyable content or by including useful information, helping maintain viewer interest and effectively convey the brand message.
When determining key story points—such as which characters or roles to include and how to develop the narrative—refer to the document “Approaches and Planning Patterns for Content to Boost the Popularity of Mascots Online.”
Decoding successful visual elements from commercial case studies
Colors and motion that leave a lasting impression on viewers
The color palette in animated commercials not only enhances visual appeal but also directly influences viewers' emotions. For instance, bright yellows and oranges express energy and vitality, while blues and greens symbolize reassurance and trust. These colors are effective at capturing viewers' attention and creating positive impressions. Furthermore, carefully crafted color contrasts and combinations can emphasize the commercial's message and make it more memorable.
Regarding motion elements, maximizing the unique appeal of animation is crucial. Smooth, natural movement, dynamic effects incorporating surprises, and a sense of visual rhythm strengthen the commercial's storyline and captivate viewers. Particularly, memorable motion at the story's climax or key points leaves a strong impression on viewers.
Consistency with brand image and storyline
Consistency and cohesion in brand identity within animated commercials are crucial for enhancing the persuasiveness of the brand message to viewers. If the visual style does not align with the brand's identity or values, viewers become confused. This leads to only the commercial's content being remembered, while the brand's inherent value fails to communicate effectively.
For example, if a brand promoting luxury uses an animated commercial with a casual, pop style, viewers are likely to misinterpret the brand's message. This situation damages brand credibility and ultimately leads to customer attrition.
Conversely, when the brand identity and visual style align, viewers understand the brand message more clearly, deepening their trust and affinity for the brand.
Therefore, when producing animated commercials, it is vital to select a visual style consistent with the brand identity to maintain the consistency and persuasiveness of the brand message.
Characters that create emotional connections
Characters play a vital role in forming emotional bonds with the audience. Charismatic and distinctive characters add depth to the story, encouraging viewers to empathize and become emotionally invested. Since people tend to remember only what they want to hear, it's crucial to assign characters the role of creating connections to capture attention.
For example, there's a phenomenon called the cocktail party effect. At events like year-end parties, where everyone is engrossed in conversation, various sounds and voices fill the room. This refers to the ability to clearly select and hear the voice of the person you want to listen to in such situations.
Characters particularly relevant to viewers' daily lives and experiences attract more attention and generate empathy. When characters are portrayed as part of a story that resonates with viewers, it deepens their familiarity with and interest in the brand.
Even when using animation, a commercial is nothing if it isn’t memorable
Even the most expressive, flexible animation-based commercials will only generate short-term buzz without brand consistency. To become a long-lasting favorite, like a perennial best-selling product, it's crucial to maintain a consistent message and brand image without wavering.
To create lasting memories, it's vital to move viewers emotionally through both the script and visuals. Focus on incorporating elements that evoke empathy, create contrast between impactful and understated parts, and address compelling themes (problem-solving) that keep viewers hooked.
Key Takeaways for Creating Memorable Ads from Case Studies
For instance, infusing visuals with narrative depth, like in movies or dramas, fosters viewer empathy and emotion, leading to positive perceptions of the product or company. The animations by Taisei Corporation, Marukome, and Hiroshima Gas feature well-crafted stories, making them works that resonate with many people.
Videos that deliver a strong impact to viewers, like the animation by Tamaya Pawn Shop, tend to be memorable. In McDonald's case, they combine visual impact with catchy music and repeated mentions of their products to strongly stimulate viewers.
Videos directly addressing the problems of the target audience have a high likelihood of being memorable. Takt Home's animation is a good example, connecting to a solution: “Active children might disturb neighbors in an apartment” → “Buying a house allows children to play freely.”
Incorporating psychology to leverage the mere-exposure effect
You've probably often found yourself humming a jingle from a commercial or having it stuck in your head. In social psychology, this phenomenon—where repeated exposure to a stimulus increases liking—is called the mere-exposure effect. This effect also works with video content; by getting viewers to watch repeatedly, you can foster positive feelings toward a product or company.
However, mindless repetition isn't the solution. If the video itself causes discomfort, repeated viewings will damage the brand. Furthermore, excessive repetition leads to boredom and diminishes effectiveness, making it crucial to prepare multiple themes.
Understanding fees when commissioning a production company for commercials
When commissioning an animation video from a production company, the standard rates vary depending on the length and content.
The approximate standard rates and production periods are as follows:
Video Types
Price range
Production period
Compatible usage methods
Slideshow
¥100,000–¥300,000
1–2 weeks
Introducing products
Motion graphics
¥400,000–¥2,000,000
1–2 months
Detailed explanations of services
Whiteboard animation
¥500,000–¥1,000,000
1–1.5 months
Sales videos, Educational explanations
Character animation
¥500,000–¥1,000,000+ Character development fee
2–3 months
YouTube posts, Short video ads
Full animation
¥3,000,000+
2–6 months
Branding
Short animation
¥50,000–¥100,000
1–2 weeks
TikTok, Twitter posts
3DCG
¥2,000,000 - ¥5,000,000
2-3 months
Product/building interior explanations, Games
Anime MV
¥1,000,000+
2-3 months
Game MVs, Artist MVs
Summary of case studies on corporate animation commercials
The reasons companies utilize animated commercials include their visual appeal and the power of storytelling as an effective PR method.
Understanding viewer preferences and needs to create relatable content that captures attention
Crafting compelling stories that entertain viewers while delivering messages without causing discomfort
Ensuring consistency in corporate and brand messaging through animated commercials
Using characters creates an emotional connection between viewers and the company.
Vibrant colors and high-contrast color combinations grab viewers' attention and make the commercial memorable.
When characters are portrayed as part of a story that resonates with viewers, it deepens their familiarity and interest in the brand.
By skillfully combining these elements, animated commercials can leave a deep impression on viewers and effectively communicate brand value. When color, movement, characters, and brand unity are appropriately utilized, commercials achieve their purpose and contribute to building long-term relationships with viewers.
Marketing Perspective in Japan: Beyond Just Creation
NOKID provides creative planning and production for PR using characters, events, and video content. Effective videos balance business and creative perspectives, e.g., short clips optimized for TikTok, designed to capture attention in the first 2–3 seconds.
For first-time animation or PR-focused content, feel free to consult with us.
Tokuma Kanna
Founder and CEO of NOKID Inc., a premier creative studio specializing in short-form animation and graphic design. With a focus on narrative-driven visual storytelling, he has spearheaded high-profile projects across the global entertainment landscape. His portfolio includes the acclaimed VALORANT: YORU TYPICAL DAYS cinematic, the Hatsune Miku x Seven Premium 15th Anniversary campaign, and Koda Kumi’s music video "100 no Kotoba-tachi e." As a leading producer in the PV and MV sectors, Tokuma continues to redefine the intersection of animation and contemporary digital media.
