A drama born of focus and tension.

An Asahi Dry Zero web commercial that redefines the “For those moments that get your heart racing” of motorsports through video.

We were responsible for the creative direction of the “Motorsports” web commercial for Asahi Beer’s non-alcoholic beverage, “Asahi Dry Zero.” Centered on the brand concept “For those moments that get your heart racing,” we translated the excitement and tension of motorsports into visual expression.

Issue

How to infuse a non-alcoholic beverage with that “Moments That Lift Your Spirits.”

The perception that “non-alcoholic = a choice made out of restraint” remains deeply ingrained. However, Asahi Dry Zero aims to positively transform the drinking experience itself. As a stage to embody the brand concept “For those moments that get you pumped,” the campaign focused on the overlap between the excitement of motorsports and the message of “eliminating drunk driving”—a message that can only be effectively conveyed through a non-alcoholic beverage.

Creation

Allowing viewers to experience “the drama that lies beyond concentration and tension” from the audience’s perspective.

We began by redefining the “For those moments that get your heart racing” in motorsports. It’s not just about speed and spectacle, but also about razor-sharp concentration, neck-and-neck battles, and spectators holding their breath. The contrast between that quietly rising tension and the moment when cheers erupt is the very core of this commercial. Starting with the immersive first-person perspective from inside the car, we carefully designed the emotional arc—from slow-motion shots of the spectators and tense scenes involving those involved, to the joy of breaking away from the pack and crossing the finish line. The emotions are tied together with on-screen text reading “Along with that cheering” and “Sharing the excitement,” and the commercial concludes with “For those moments that get your heart racing,” leading seamlessly to the “Dry Zero” brand. Upbeat music, engine roars, and cheers drive the visual experience.