At first glance, this new spot from adidas via TBWA/London may seem like an amusing gag: a man named Aki provides a unique service to the people of Tokyo (called "Break-Up Service"), breaking up with their romantic partners so they don't have to. The spot is great, but the real kick is that there IS a site called BreakUpService that's been around for several years. Originally a service that did just what Aki does - navigate the treacherous waters of ending relationships - the site now serves as a blog and community for those dealing with romantic disentanglements.

Given the power and reach of the Web, this seems like a much more effective - and cost-efficient (it's free!) - model. Maybe Aki would be interested in writing an article for the BreakUpService blog? 

Agency: TBWA\London
Agency Producer: Tamara Kennon
Creatives: Mat Fox/Mark Nicholson
Production Company: Blink, London
Producer: Jeremy Smith
Director: Kosai Sekine
Production Company (Japan): Taiyokikau
Executive producer: Andrew Thomas
Producer: Satoshi Takahashi
Offline Editor: Norihiko Maeda
Post Production House: The Mill, London
Telecine operator: Paul Harrison @ The Mill