Suntory's New TV Commercial 'Hajimari' Featuring Aoi Yu and Yojiro Noda
Suntory has unveiled a fresh TV commercial for its iconic Kakubin whiskey titled 'Hajimari,' which will hit the airwaves starting July 21, 2025, across Japan. This new campaign brings a modern twist to the brand while retaining its quintessential charm, aiming to connect with both long-time fans and newcomers to the whiskey scene.
At the heart of the 'Hajimari' commercial is the enchanting Aoi Yu, who takes on the role of the bar owner in a quaint hilltop establishment. The story unfolds as the charismatic actor Shota Somiya arrives at the bar for the first time, experiencing the wonders of life through a refreshing kakuhai (whiskey highball). The atmosphere is enriched further by the engaging interactions between the bar’s regular patrons, played by Sota Kobayashi and Yojiro Noda, creating a tapestry of warmth and camaraderie.
The tagline 'That detour leads to happiness' encapsulates the everyday joy found in small moments spent with friends over drinks. The narrative focuses on Somiya’s chance encounter with Aoi's character and the delightful exchange that follows, fostering a sense of connection fueled by the shared enjoyment of Kakubin highballs. The ad aims to evoke a cozy and inviting ambiance that resonates with viewers, inviting them to pause and appreciate life’s fleeting joys.
A sophisticated element of the ad is brought to life through a reimagined rendition of the beloved jingle 'Uisuki ga, osuki desho' sung by Yojiro Noda himself. His soulful guitar performance enhances the emotional landscape of the commercial, creating an immersive experience for the audience. The combination of the song and visuals aims to leave viewers feeling uplifted, reflecting on the simple pleasures that often accompany a well-made whiskey drink.
Prior to the official commercial, Suntory also released a teaser called 'That detour leads to happiness' on July 13, utilizing their various social media channels and outdoor digital screens in major locations such as Shibuya and Shinjuku. This teaser serves as a prologue to the main ad, and it captures the beginning of Somiya's journey as he decides to step into the bar, showcasing a cinematic depiction aligned with the project's vision.
The detailed scenes of the commercial start with Somiya standing before the door of the charming bar, nervously announcing to Aoi Yu's character that he is on his own. Her welcoming gaze and prompt to enter, coupled with the immediate warm response from the regular patrons, sets the stage for a heartwarming narrative. The interactions that unfold, particularly between regulars and the newcomer, encapsulate the hidden treasures found when one dares to wander off the beaten path.
Shooting the commercial was an exciting venture for all involved. Aoi Yu prepared extensively to portray her bartender role authentically, undergoing training with a professional bartender beforehand. This preparation shone through in her seamless movements during the shoot, prompting admiration even from seasoned industry members.
The experience of being present during the filming was indeed magical, especially when Noda sang his rendition of the classic jingle. The atmosphere was a mixture of anticipation and serenity, as everyone from the cast to the crew savored the melodic moment, exemplifying the community spirit embodied within the bar’s narrative.
With a successful blend of innovative storytelling and a beloved product, Suntory aims to draw viewers into the captivating world of Kakubin whiskey. The charm, taste, and warmth associated with this refreshing drink are bound to resonate with audiences, encouraging them to step into their own happy moments filled with laughter, connection, and, of course, the joy of savoring a great highball. The new commercial is not just an advertisement; it is an invitation to celebrate the little experiences that make life truly wonderful.
The TV commercial, featuring a blend of authentic charm and modern marketing strategies, is expected to leave a lasting impression. From the engaging visuals to the heartfelt storytelling, 'Hajimari' symbolizes more than just a drink; it’s about exploring life and basking in happiness, one sip at a time.
At the heart of the 'Hajimari' commercial is the enchanting Aoi Yu, who takes on the role of the bar owner in a quaint hilltop establishment. The story unfolds as the charismatic actor Shota Somiya arrives at the bar for the first time, experiencing the wonders of life through a refreshing kakuhai (whiskey highball). The atmosphere is enriched further by the engaging interactions between the bar’s regular patrons, played by Sota Kobayashi and Yojiro Noda, creating a tapestry of warmth and camaraderie.
The tagline 'That detour leads to happiness' encapsulates the everyday joy found in small moments spent with friends over drinks. The narrative focuses on Somiya’s chance encounter with Aoi's character and the delightful exchange that follows, fostering a sense of connection fueled by the shared enjoyment of Kakubin highballs. The ad aims to evoke a cozy and inviting ambiance that resonates with viewers, inviting them to pause and appreciate life’s fleeting joys.
A sophisticated element of the ad is brought to life through a reimagined rendition of the beloved jingle 'Uisuki ga, osuki desho' sung by Yojiro Noda himself. His soulful guitar performance enhances the emotional landscape of the commercial, creating an immersive experience for the audience. The combination of the song and visuals aims to leave viewers feeling uplifted, reflecting on the simple pleasures that often accompany a well-made whiskey drink.
Prior to the official commercial, Suntory also released a teaser called 'That detour leads to happiness' on July 13, utilizing their various social media channels and outdoor digital screens in major locations such as Shibuya and Shinjuku. This teaser serves as a prologue to the main ad, and it captures the beginning of Somiya's journey as he decides to step into the bar, showcasing a cinematic depiction aligned with the project's vision.
The detailed scenes of the commercial start with Somiya standing before the door of the charming bar, nervously announcing to Aoi Yu's character that he is on his own. Her welcoming gaze and prompt to enter, coupled with the immediate warm response from the regular patrons, sets the stage for a heartwarming narrative. The interactions that unfold, particularly between regulars and the newcomer, encapsulate the hidden treasures found when one dares to wander off the beaten path.
Shooting the commercial was an exciting venture for all involved. Aoi Yu prepared extensively to portray her bartender role authentically, undergoing training with a professional bartender beforehand. This preparation shone through in her seamless movements during the shoot, prompting admiration even from seasoned industry members.
The experience of being present during the filming was indeed magical, especially when Noda sang his rendition of the classic jingle. The atmosphere was a mixture of anticipation and serenity, as everyone from the cast to the crew savored the melodic moment, exemplifying the community spirit embodied within the bar’s narrative.
With a successful blend of innovative storytelling and a beloved product, Suntory aims to draw viewers into the captivating world of Kakubin whiskey. The charm, taste, and warmth associated with this refreshing drink are bound to resonate with audiences, encouraging them to step into their own happy moments filled with laughter, connection, and, of course, the joy of savoring a great highball. The new commercial is not just an advertisement; it is an invitation to celebrate the little experiences that make life truly wonderful.
The TV commercial, featuring a blend of authentic charm and modern marketing strategies, is expected to leave a lasting impression. From the engaging visuals to the heartfelt storytelling, 'Hajimari' symbolizes more than just a drink; it’s about exploring life and basking in happiness, one sip at a time.
Topics Consumer Products & Retail）
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