Woman, turn off the TV.
Kadokawa Cooperation is one of the big companies and is famous for its publication, of films, anime, and games. Kadokawa thought of launching a campaign for paperbacks, which were mostly minor then. Haruki Kadokawa, who had a strong impression of Eiko Ishioka's advertising posters while working for Shiseido, nominated her for this campaign. The answer Eiko Ishioka came up with after much thought was a smart joke to stimulate and activate women.