This TV commercial is for golf clubs (Irons).The selling point of the product is that golfers can hit a ball longer distances than ever before. “no common sense” is the sales copy. The concept of the product is that they break down the established common sense. Golfers who have an inquiring mind are sales targets. The idea is visualised as the irons having no common sense in the same way as tearing pictures lacks common sense. This is a play on words in Japanese. The structure of a story is created by a man who gradually changes into a beast and then irons are shown at the end.