Greenpeace "Man & Whale"> Well-known independent animator/director Koji Yamamura has always bucked the futuristic "superflat" trend in Japanese animation in favor of simple, hand-drawn realism. In "Man & Whale", an anti-whaling PSA aimed at children, he tells the story of a school headmaster haunted by his country's historic relationship with whales. Working with agency beacon communications, he makes the case for conservation by imaginatively shifting time periods to show how changing social norms have made whaling irrelevant. It's a mature, starkly affecting and persuasive message - rare qualities in an ad targeted to kids. KR

Carré de Chocolat "Non-Blinking Woman"> "The whole world has its eyes on this one Asian woman," says a news reporter in this epic spot from Dentsu, Tokyo about a woman who tries to break a world record by not blinking for an entire day. With bated breath, we watch her remain wide-eyed despite several seemingly mundane obstacles. Inspirational music and slow-motion replays heighten an overwrought tension worthy of Apollo 13, but in the end, she's undone by Carré de Chocolat's sweet allure. Subtle comic timing and charming casting hit the perfect tone, making "Non-Blinking Woman" an unassumingly engaging and satisfying spot. KR

Goma-Mugi Tea "Fireman"> If you've recently received a forwarded YouTube link with the subject "funny Japanese commercial", you might've already seen "Fireman", a hilariously original spot for a brand of tea drink designed to reduce high blood pressure. Created by Hakuhodo and directed by Hirotoshi Yagi, the ad depicts two businessmen urinating by the side of the road when a fire breaks out. In attempting to quell the blaze, one accidentally punctures his forehead, and unwittingly extinguishes the flames with spurting blood. The tagline is as unexpected as it is effective: "In most cases, higher blood pressure won't save you." KR