One of the most bizarre, amazing commercials has won a gold award this week at the Cannes Lions International Festival of Creativity. The spot called ‘Three Second Cook,” by the Japanese company Docomo is a pleasure to watch.
Things start off pretty normal, as two women prepare to cook shrimp. The hook? They’re going to do it in three seconds. They move from a normal kitchen to a science lab of sorts, and proceed to load up different machines with the ingredients they need. They push a button and in a blur a mini explosion goes off. They slow things down and that’s when things get crazy. Watch as shrimp sails through the air slowly going through all of the necessary ingredients - while heavy metal music plays in the background. Once the food hits it’s target, it falls on the plate and is ready to eat.
What makes this ad so great is it’s completely unpredictable. You don’t know what the two women are doing once they go outside the kitchen. Seeing the shrimp fly through the air is majestic, and the end line “taste good, right?” is just icing on the cake.
The ad was a success online, receiving over 14 million views. The pure weirdness in this spot is exactly what makes it so enjoyable.
It’s an award well deserved.
