Life as a Human Magnet Attracts Problems in Japanese Steel Ad

Director Hiroki Ono has forged a funny new spot for Japanese brand Nippon Steel. The ad follows a young man who wakes up one morning to discover that he’s a human magnet. At first this new superpower presents itself as more a curse than a blessing as our protagonist finds himself attracting all sorts of metallic bits and pieces, from pens to phones. At one point a whole pack of office furniture ends up chasing him around his workplace. Taxis, motorbikes and even the front door of his apartment – all manner of everyday objects accost the young man.

As the spot unfolds, it serves to demonstrate just how many different and unexpected products contain steel.

And, thankfully for the young hero, he eventually gets a grip of his powers. From helping out archaeologists and popping off beer caps to summoning his TV remote, he soon starts to see the useful side of his powers. He even saves one young woman from toppling down a set of steps by magnetically catching hold of her handbag clasp.

Loosely translated, the voiceover reads: “One morning, I woke up to become a magnet human. Iron objects around me were sticking to me more and more. Everyday life is full of iron. Inside, outside, in the office. The world is made of iron. NIPPON STEEL”