#Japan #Tokyo #Takayuki Yamada #JT Group #Richness of Heart

JT's New 4th CM: The Journey of the Oni

On August 1st, a new installment in JT's ongoing corporate advertising series titled "On the Path of the Oni" will premiere nationwide. The latest CM, "On the Path of the Oni: Bus Edition," continues to portray the character of the Oni, portrayed by acclaimed actor Takayuki Yamada, as he embarks on a quest to uncover what it means to live with a richness of heart.

This campaign, initiated last year, focuses on the objective of JT Group: "To nurture a richness of heart among our customers and partners through various businesses and initiatives." In this fourth installment, the Oni encounters a bus driver who conveys the essence of kindness, and the commercial provokes viewers to ponder the question: "What is the richness of heart?"

The series has already taken the Oni on numerous enriching encounters: from meeting an elderly woman in the first installment to a young girl in the second, and even interacting with two young adults in the third. Each of these experiences draws closer to understanding the significance of a rich inner life through human connection. The current episode shows the Oni further immersing himself in human society, depicting transformative interactions that lead to deeper insights about emotional well-being.

The JT Group believes that the concept of heart’s richness varies greatly depending on societal context, individual circumstances, and is constantly evolving. The purpose of the "On the Path of the Oni" series is to engage the public in thought-provoking conversations around what constitutes heart’s richness and to evolve this understanding continuously.

In the latest CM, we see a poignant scene where the Oni, seated at a bus stop, hears from the bus driver about the value of performing kind acts for others. As he reflects on these teachings, his character begins to understand that gratitude plays a vital role in achieving emotional wealth. The end scenes reveal a definite softening in the Oni’s demeanor, effectively portrayed through Yamada's compelling performance.

After three captivating commercials, viewers will keep their eyes peeled for how this character’s understanding deepens as the series progresses towards its fifth installment, a winter release expected later this year.

The sneak peeks of the CM are available, displaying a 30-second glimpse of the narrative journey, capturing the essence of rich human emotions and the impacts of showing appreciation.

Cast and Background

• - Takayuki Yamada portrays the Oni, an actor who has gained widespread recognition since debuting in 1999, featured in multiple dramas and films, including the beloved series "Yuusha Yoshihiko" and the Netflix sensation "The Naked Director."
• - Jun Ito plays the bus driver, further illustrating the collaborative performance of established actors in this ongoing narrative.

In addition to the CM, viewers can explore the commercial's behind-the-scenes making on the dedicated JT campaign site, which provides insights into the creative processes that brought this episode to life.

The link to the CM and additional content can be accessed here.

We invite everyone to ponder, "What does the richness of heart mean to you?" As society diversifies, the understanding of heart's richness may continue to shift, and this latest episode reminds us that expressing gratitude could be one fundamental aspect of achieving a fuller life.

With every passing installment, JT aims to walk alongside the audience on this quest for understanding heart's richness.