#Japan #Tokyo #Olive #Diane Tsuda #ACC Tokyo

The Olive Web Commercial Shines at the ACC Creativity Awards

In an exciting achievement for the financial sector, the web commercial titled "通帳の人" (The Passbook Person) featuring the popular comedian Diane Tsuda has received the highest honor at the 2025 65th ACC TOKYO CREATIVITY AWARDS. This recognition, a part of the awards hosted by the ACC (the Association of Advertising Agencies of Japan), reflects the elevation of creativity across various media channels. The commercial was launched in January 2025 by Sumitomo Mitsui Banking Corporation (SMBC), under the leadership of CEO Akihiro Fukudome, and it serves as an advertisement for their innovative smartphone account service, Olive.

The ACC TOKYO CREATIVITY AWARDS, originally established in 1961 as the ACCCMFESTIVAL to enhance the quality of TV and radio commercials, has significantly broadened its scope since 2017. It now recognizes excellence across all realms of creative expression, making it one of Japan's largest awards in the industry. The "総務大臣賞／ACCグランプリ" (Minister of Internal Affairs and Communications Award / ACC Grand Prix) is particularly coveted by those striving for recognition in the creative sphere.

The awarded web commercial "通帳の人" features Diane Tsuda as a lovable character who passionately speaks about his love for paper passbooks. However, a humorous twist reveals that his relatives are encouraging him to transition to the smartphone banking service, Olive. This clever narrative not only entertains but also addresses common anxieties associated with moving from traditional banking methods to digital platforms.

In the words of Ryosuke Ito, an executive officer at SMBC: "We are truly honored to receive the Minister of Internal Affairs and Communications Award / ACC Grand Prix for our Olive web commercial '通帳の人.' This acknowledgment is a testament to the remarkable portrayal by Diane Tsuda and our dedicated team. Tsuda's unique character and excellent performance allowed us to humorously address customer fears and misconceptions surrounding the transition from paper passbooks to the Olive smartphone account. We are thrilled to announce that Olive has surpassed 6.5 million accounts. Moving forward, we remain committed to listening closely to our customers and maintaining open communication. We wholeheartedly support Tsuda's continued success as an actor."

About the Olive Service

Launched in March 2023, Olive is a comprehensive financial service that seamlessly integrates banking accounts, card payments, finance, online securities, and online insurance into a single app. Accessible through both the SMBC app and the Vpass app from Sumitomo Mitsui Card, Olive enables users to manage their daily transactions, asset formation, and investment services efficiently and in one place. The platform features a unique function called "Flexible Pay," allowing users to switch between cash cards, credit cards, debit cards, and point payments all through a single card.

To explore more about Olive, visit this link.

The Creative Legacy Continues

The web commercial has certainly struck a chord, not only for its comedic elements but also for its smart storytelling that resonates with today's banking customers. As the industry advances towards digitizing financial services, Olive stands out as a pioneering solution that embraces innovation while acknowledging the nostalgic value of traditional banking. The 65th ACC TOKYO CREATIVITY AWARDS serves as a celebration of this balance, spotlighting work that does more than just advertise— it engages, entertains, and educates.

With the creativity showcased in the Olive web CM, the banking landscape is set for more dynamic transformations, reflecting the growing intersection of finance and digital technology. As consumers evolve, financial institutions must also adapt, making awards such as ACC crucial in highlighting exceptional contributions to the creative and business world.