Mio Imada Connects Warmth of Family Through New Commercial

Discover the Heartwarming New CM Starring Mio Imada

Starting on May 20, 2025, the Electric Power Association will unveil a new television commercial featuring popular actress Mio Imada, entitled "Electricity and People’s Stories: When You Open the Refrigerator" and "This Is the Shoot". These captivating 30-second spots aim to convey the essential message, "Electricity will always be with us."

A Touch of Nostalgia

In the first segment, "When You Open the Refrigerator," Mio plays a woman living alone who returns home weary from a long day at work. Upon opening her refrigerator, she is taken by surprise when she finds homemade pudding, presumably made by her parents. This moment sparks a flood of nostalgic childhood memories, reminding her of the warmth and kindness of her family. As she reflects, she realizes that perhaps the feelings flowing through electricity are much like our memories of loved ones.

Conversely, the second part, “This Is the Shoot,” begins with Mio in front of her parents' fridge, where she seamlessly transitions from her acting persona to her true self after receiving a cue from the crew. This segment cleverly blends the realities of commercial filming with her character's emotional experience, prompting her to ponder, “What if electricity didn’t exist?” Through a unique narrative structure, the commercial vividly portrays how electricity connects us in more ways than we may realize.

Filming Experience and Behind-the-Scenes Magic

The production was alive with engaging moments and unexpected incidents. One amusing mishap occurred when Mio interacted with her on-screen mother while holding the pudding. After a light-hearted exchange about helping with cleaning, Mio accidentally created a sticky situation with the pudding's caramel topping, which amusingly stretched out. Instead of flustering, she embraced the moment, showcasing her impeccable improvisational skills that enlivened the filming environment.

Another delightful scene involved Mio reminiscing about an old squirrel sticker on the fridge. While the director urged her to express nostalgia, she gave a heartfelt smile that immediately pulled the crew into her emotional world. To further captivate the audience, she humorously impersonated a squirrel munching on acorns—a performance that drew delightful reactions from everyone on set.

Additionally, the film's intricate structure posed challenges for the cast and crew, as the line between acting and reality blurred. During the shoot, they experienced confusion when multiple “cuts” were called, requiring Mio to maintain a heightened state of concentration amidst the playful chaos.

A Heartfelt Interview with Mio Imada

In the interview segment, Mio shared her thoughts on filming after being asked about her overall experience. "The balance of electricity usage and the various stories of human connection felt fresh and new to me. Plus, the pudding was delicious!" she exclaimed.

When reminiscing about warmth and kindness, she reflected upon how her parents surprised her on her 20th birthday with a collection of photos and videos from her childhood, embodying family warmth.

Mio mentioned that her refrigerator always holds certain essentials, like miso and sparkling water. "Miso is a must-have in every household, and sparkling water is crucial for making cocktails," she stated confidently. Reflecting on the line, "What if electricity didn’t exist?", she humorously pointed out that her crucial day-to-day item would be her contact lenses, showcasing her reliance on them in her daily life.

Lastly, Mio shared her love for her hometown Fukuoka, noting the delicious food and the sense of community it provides. "It’s compact and brings together different cultures, which I really appreciate," she said, emphasizing the value of family ties.

Exciting Content and Resources

The CM campaign will also feature accessible content through the Electric Power Association’s special website, which will provide insights into safety and sustainable energy practices while showcasing the importance of balancing various electricity sources. The campaign aims to educate consumers as electricity usage is projected to increase in the coming years.

For those eager to dive deeper into the campaign, links to watch the commercials and interviews will be available on the Electric Power Association's website, alongside charming behind-the-scenes footage.