Japanese summer 2013 commercials

Japanese people have access to a myriad of electronics, sweets, beverages, skin care products, foodstuff and more. Therefore, it is understandable that the Japanese advertisement industry is HUGE. From posters, billboards, TV ads, flyers that come together with tissues, internet ads, etc, it is virtually impossible to stay away from it. I believe I’ve talked about Japanese commercials (known as “CM” シーエム in Japan) in our previous blog (http://profile.ameba.jp/chappe-town/), but I can’t find the link to the article! Anyway, as new commercials are released very often, this time I would like to tell you more about the crazy, interesting or just strange commercials that I’ve happened to see recently.

As summer officially starts tomorrow, June 21st (although it started several weeks ago already in the traditional Japanese calendar), the previous weeks have been loaded with commercials advertising refreshing beverages, sweets, deodorants and more. So let’s get started!

1. Ag+

Ag+ is a deodorant produced by the cosmetics giant Shiseido. It is one of the most effective deodorants in Japan according to some people I know, but until recently it was a women only product (although I’ve personally used it a few times and it was, indeed, very good). Ag+ commercials feature Odorologist Betsy Lyons, an odor veteran who supposedly has over 40 years on the field. This summer season, they came up with a great idea: have her smell the armpits of one of the dancers in the ad. However, she’s actually done similar things before, as proven by the older video below.

For me, it is just IMPRESSIVE.

2. GU Summer short pants

GU is a very reasonably priced clothes retailer. Last year, they decided to have the now kawaii culture ambassador Kyary Pamyu Pamyu as their brand ambassador and since then they started producing creative posters and other forms of advertisement. This summer, they have Kyary Pamyu Pamyu turning people in Singapore into fashion monsters.

Last spring, she did same to people in Paris.

And last autumn too.

She just can’t stop turning people into GU’s fashion, I guess ^^

3. Yuki Onna’s cockroach killer

Yuki Onna is a character in Japanese folkore. She’s a tall, long haired woman that has been represented in literature, manga and more Japanese creations. So, Fumakilla, a Japanese company, decided to feature her in their last TV ad. I couldn’t help laughing out loud the first time I saw this.

4. KFC’s Krushers

Smoothies and milkshakes might not always be healthy, but they’re a nice, refreshing treat for ourselves in a sunny, hot and humid day. KFC has also hired Kyary Pamyu Pamyu as their brand ambassador (this girl is EVERYWHERE). Here she is making weird faces while drinking KFC’s Krushers.

5. Tokyo Metropolitan Assembly Election

This one doesn’t really relate to a product, but I was surprised to see how in Japan, governments hire local celebrities and make videos such as this to motivate people to participate in the upcoming election. This time, the beautiful Ayame Goriki reminds Tokyo residents they should vote.

6. Rola’s Metamorphosis

Mukk is a famous character from an old Fuji TV program called Hirake! Ponkikki. TBC, an aesthetic service and products company have been using him and other characters in their ads for a while. How can you use both a hairy monster and the very popular ローラ Rola in an aesthetic commercial? Well, you don’t have to be that creative. Check it out.

Do you also like Japanese “CM”s? Is there any summer commercial I missed? Please, feel free to comment and let me know!

Eduardo H.


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