Tokyo Superhuman Advert Case Study

Question 1

What is the main issue that disabled people face in society??

Answer 1

Objectifying them as objects of inspiration and ‘pity porn’

Question 2

What does the ‘nightmare-ish’ environment that the runner is in at the beginning present??🛏️

Answer 2

• Normality
• Humanises them
• Removes the inspiration objectification

Question 3

What are 3 cinematography points in the beginning scene with ‘The Runner’??🏃‍♀️

Answer 3

• Wide shot
• Camera pushing in (builds suspense)
• P.O.V shot of Runner (Places us directly in her position)

Question 4

What does the montage of the athletes getting ready portray??

Answer 4

• Boring activities allow for better perspective of excitement
• Normality
• Procrastination

Question 5

What are the 2 cinematography shots in the ‘weightlifter dragging weights’ scene?? (and what they show)🏋️

Answer 5

Trucking shot: reveals information only as he sees (matches with sound of him out of breath- emphasising effort & distance)

Close-up shot of weights

Question 6

Swimmer scene:
Why does the swimmer appear twice, once on either side of the pool??🏊

Answer 6

• Suffering from her own perception of self (mental pressure)
• Imposter syndrome (human characteristic -> Something we don’t associate with athletes but we all experience
• Swimmer in black -> Someone she could be or success she once had

Question 7

What is the significance of the cyclist being compared to a hamster on a wheel??🐹

Answer 7

Cyclist has a high level of desire and an innate need to cycle
It’s become something he feels ‘programmed’ to do, as if it’s natural to him

Question 8

What’s the purpose of the 2 cartoon clips throughout the advert??

Answer 8

Exaggeration to evaluate emotion
Creates perspective for those unaware of the feeling (of failure/pressure)

Question 9

What is the reason for the scene where the athlete unable to get into the shop??

Answer 9

• A space in society she can’t navigate
• P.O.V shot -> ‘What would I do?’
• Presents how/who society was built on
• Society is what makes the lives of people with disabilities difficult
• Large social commentary

Question 10

How does the advert present the athletes as realistic??

Answer 10

• Montage at the end (of doing real-life activities)
• Nightmare visuals throughout
• Procrastination
• Failures
• Imposter syndrome