#Japan #Shibuya, Tokyo #Laundrin #Shoyo Hirano #CM

The New Laundrin Commercial: A Whiff of Hope

On August 1st, 2023, Nature Lab, a Tokyo-based company, launched its latest commercial for the premium home care brand Laundrin, starring the popular actor Shoyo Hirano. The new CM, titled "Laundrin: A Hint of Hope," showcases Laundrin's commitment to blending enchanting scents with everyday moments, providing a sense of upliftment and positivity.

Laundrin, known for its best-selling fabric softener, the "Classic Floral Scent," which has topped sales charts for six consecutive years, aims to offer a luxurious experience with its high-quality fragrances. In 2023, the brand introduced the "Good Tea Time" series, designed to encapsulate those serene moments of respite, culminating in the addition of the "Chamomile Tea Scent" this August.

In this latest commercial, Shoyo Hirano artfully conveys the message of "A Hint of Hope" through stunning cinematography. The narrative unfolds in a laundromat, where a single coin that slips from his fingers becomes a gateway to a dreamlike world. Hirano’s innocent expressions as he chases a butterfly lead him to an enchanting field of blooming flowers bathed in light. As the fantasy dissipates, only the invigorating scent of hope lingers behind.

The commercial elegantly captures those fleeting moments when daily life feels extraordinary, thanks to Laundrin's fragrances. Hirano’s graceful movements symbolize the hope for the future and personal liberation, reflected in the ephemeral beauty of his expressions. The butterfly scene, filled with his pure gaze, invites viewers to witness the magical transformation of an ordinary day into something momentous.

The Story Behind the CM

The CM begins with Hirano arriving at the laundromat, preparing to wash his clothes. As he drops a coin, it clatters and rolls across the floor. In that instant of bending down to retrieve it, he is thrust into a fantastical landscape adorned with fluttering butterflies and blooming flowers. His serenity conveys a sense of liberation, while the washing machine overflows with the blooms he just envisioned, delivering a small miracle ignited by fragrance. Ultimately, as the fantasy fades, only the unmistakable "hint of hope" remains, captured within the scent.

Cast Profile

Shoyo Hirano
Born on January 29, 1997, in Aichi, Japan, Hirano is a multi-talented artist who formed the group Number_i alongside Yuta Jinguji and Yuta Kishi in October 2023, set to release their first digital single "GOAT" in January 2024. He continues to make strides in various fields including music, fashion, and acting.

Director: OSRIN
OSRIN, affiliated with the creative label PERIMETRON, is recognized for his emotional yet edgy direction in music videos, commercials, fashion films, and more.

Creative Team: The creative label PERIMETRON, founded in 2016, brings together a diverse group of creators including musicians, producers, and art directors, focusing on producing visually striking music videos and brand commercials.

Insights from the Interview with Shoyo Hirano

What stands out in the CM?
Upon entering the set, the stunning visual landscape felt like something out of a movie. The ambiance was extraordinary, and I felt grateful to capture the essence of this world in the film. We even incorporated some wire work to convey a sense of floating in certain scenes.

What do you think of Laundrin?
The packaging is adorable and the scents are incredibly rich and pleasant. I truly hope that viewers will find their favorite scent and enjoy it in their daily lives as soon as possible.

How do you incorporate fragrance into your life?
I have always had a fondness for fragrances. They can evoke memories and emotions. I often choose different scents to suit my mood—whether I need to relax, focus, or get ready for work.

Message about the phrase “A Hint of Hope”?
I think it's a beautiful phrase. It encapsulates Laundrin's belief in the importance of personal choice. To feel a sense of hope in life, it’s essential to take initiative. I want to embody this spirit going forward.

Final thoughts for the audience?
I truly hope that everyone enjoys this wonderful journey we had during filming. I believe the final product will be outstanding, and I wish for Laundrin's charm to resonate with many.

About Laundrin

Launched in 2013, Laundrin is a premium home care brand renowned for its superior fabric softener offerings, especially the enduring Classic Floral Scent. Acknowledging the growing concerns regarding microcapsules in the marine environment, Laundrin refrains from using them and instead incorporates organic extracts safe for all clothing, including baby garments. The brand aspires to enrich lives through the unperceived essence of scent, making ordinary days extraordinary.
Visit Laundrin’s Official Store