前回のコラムでは生活者視点について書き、最後に広告制作には愛がなければならないと書いた。『愛』というと哲学的で抽象的なので、少し具体的に書いてみようと思う。
世の中にある商品やサービスは、単に営利目的ではないと仮定して、大企業から零細企業が提供するものはすべて、社会に資する『目に見える愛のカタチ』であるとする。
であれば、商品やサービスは、それらを提供する企業の『愛の塊』であると言うことができる。
例えばカップラーメンという商品。カップラーメンばかり食べていると健康によくないことは言うまでもない。しかしカップラーメンを製造・販売している企業の思いは、ちゃんと食事が摂れるまでの繋ぎとして、手軽に空腹を満たし、とりあえずの栄養を摂ってほしいという『愛情』からカップラーメンを提供していると思う。
例えば宿泊というサービス。ホテルや旅館の思いは、旅先でしばし日常生活を忘れ、少しでもゆったりと寛いでリフレッシュしてほしい、あるいは素敵な思い出を作ってほしいという『愛情』から、料理や設備、眺望などを通して宿泊というサービスを提供していると思う。
◇
このようにクライアントが提供する商品やサービスは『愛の塊』であるから、クライアントにとって、それはそれは
“可愛い大切なもの”
であることを、広告制作者はまず理解しなければならない。さらに、クライアントは（無意識に）可愛さ余って親バカのような心境になっているから、広告には『あれも言いたい、これも言いたい』となりやすいことも理解しなければならない。
しかし悲しいかな、他者（生活者）はそれらを聞いたところで『へぇー、そうなんだぁ』ぐらいしか思わないものだ。だからこそ、可愛いところはいっぱいあるんだけど、中でもここが飛び抜けて可愛いんだよね、と言ったほうがいい。なぜなら、ここが飛び抜けて可愛いと言われると、人は『どこどこ？』と好奇心をくすぐられ、見てみたくなるのが人情だからだ。我が子や恋人に置き換えるとわかりやすいかもしれない。我が子の可愛さ話や恋人のノロケ話を聞いた他者は、どういう反応をするか言わずもがなである。
広告制作者は親バカなクライアントが他者から嗤われたり、呆れられたりしない親であってもらうために、（可愛い大切な）商品やサービスに共感しつつ、他者視点で褒めることが求められる。簡単に言えば『この部分は本当に可愛いから、見たほうがいいよ』という口コミのような具合だ。
そのためには「そんなこと言っても見られませんよ（聞いてもらえませんよ）」とか「こういう言い方や見せ方のほうがいいですよ」「あえて全部見せないほうが（言わないほうが）いいですよ」といった、
愛のムチ“も”
必要になってくる。
クライアントの言うことをただ聞くことは『やさしい虐待』のようなもの
だと思っている。俯瞰して見た時に結果的に独りよがりな広告になってしまうから、クライアントのためにならないし、生活者のためにもならない。
広告制作者は広告を制作している瞬間、クライアントの次にクライアントの商品やサービスについて誰よりも最もよく考え、心を砕き、いかに価値ある商品であるか、いかに優れたサービスであるか、それをどう伝えるかに心血を注ぐ。
時々コンサルタント業と似ていると言われるが、似て非なるものだ。コンサルタント業は医師みたいなもので、広告制作者は（偉そうで恐縮だが）教師みたいなものだと言えばどうだろう。教師（広告制作者）は保護者（クライアント）と深く関わり、共に子供（商品やサービス）をいかに育むかを考える。医師（コンサルタント業）は患部（非効率・負債など）をいかに治療（改善・是正）するかを考える。医師（コンサルタント）と教師（広告制作者）とでは『愛情の表現方法』が違うことは明白だろう。
◇
最後に独断と偏見だが、広告制作者の愛がよく表れていると思う広告を挙げたい。新潟県に本社を置く佐藤食品工業株式会社という企業がある。有名な商品なので知っている人も多いと思うが、この企業の商品に『サトウのごはん』がある。
玄関開けたら２分でごはん
というコピーを聞いたことがあると思う。クライアントは『電子レンジで２分温めれば食べられるスゴいご飯なんだよ！』と言いたいのは容易にわかる。便利なのはわかるが、生活者にはこの【スゴさ】がイマイチ伝わらない。そこで、『玄関開けたら』と前に付けることで『そうか！帰宅して２分で食べられるということか！』と具体的に想像できるようにした。これは商品価値をいかに引き出すか、生活者視点ではどうなるのか、という広告制作者の『サトウのごはん』への愛が生んだ好例だと思う。
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