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Ami's PV came out just as alterna was almost done being shot, i think. Probably avex greenlit ami's, and then when ayu's concept showed up, they had to greenlight hers as well (cuz it's ayu x_x)...
Also, Nana Kitade's first video Kesenai Tsumi has her as a doll too. It ends with the fully-constructed pop star, so no throwing away in a dump or anything, but it's not a new concept that just Ayu & Ami have done at this point. (And I dunno if anyone here has seen The Rolling Stones' "Anybody Seen My Baby" video but it's chock-full of clockwork doll people, and their insides look alot like ayu's at the end of alterna)
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