JCB Announces New Promotional Message Kazunari Ninomiya Continues as Brand Ambassador

 

JCB, Japan's sole operator of an international card brand, held a press conference on July 2 at the Conrad Tokyo in Shiodome, Tokyo, to announce its new promotional message for the JCB brand: "The world smiles upon those who step forward." The company had been promoting the message "Shopping saves the world" since May 2010, continuing its advertising campaign primarily through TV commercials for the following four years.

 

Managing Director Katsumi Iwai stated regarding the new message, "As a pioneer in the card business, we want to support those who take on new challenges with the value we provide." Kazuyuki Hosoda, General Manager of the Public Relations Department, explained that future promotions will be rolled out sequentially across TV commercials, newspapers, and transit advertising.

 

Kazunari Ninomiya, who continues as the brand character, appeared on stage. The new commercial, "The world smiles upon those who take their first step," set to air from July 3rd, was screened. In the ad, Ninomiya, dressed for travel, steps out of his room and begins walking. In sync with his movement, a background screen projects diverse landscapes and people from around the world. The narration states, "I don't know the roar of a tiger, the exhilaration of samba, or what great architects wanted to leave behind. That's why I go to meet them, beyond language, beyond currency." This expresses the company's desire to support those who find the courage to step into new worlds.

Ninomiya shared, "You won't know anything until you take that first step. Sometimes failure helps lead to later success," and revealed, "For me, the place I want to step out to is New York," adding, "I'll take one JCB card with me," which brought the venue to life.

 

This promotion also features a unique giant outdoor advertisement.

A "Nino Ground Art" featuring a large print of Ninomiya and the message is installed near the runway at Narita Airport (in the Aviation Science Museum plaza) until July 6th, aimed at passengers boarding international flights who are literally "stepping out into the world." Measuring over 600 tatami mats in size (approximately 50 meters wide and 20 meters deep), it is designed to be visible from airplanes in flight, depending on weather and other conditions. Admission to the plaza is free during the event period.

The JCB brand site (PC: www.jcb.jp/special/ Smartphone: www.jcb.jp/special/sp/ ) features the TV commercial and a making-of video for the ground art.