"What on earth is JARO?" New CM set to music

The Japan Advertising Review Organization (JARO) has produced a new TV and radio commercial series titled "Singing JARO" to introduce its activities. Broadcasts began on September 1st through member media outlets.

The new commercials feature a middle school student, an elderly woman, a female office worker, and a man running a public bathhouse. They rhythmically convey JARO's activities through song, singing lines like, "If you see an ad and something bothers you, I'll call JARO." The classic catchphrase "What's JARO?" also makes a comeback, sung in a warm and heartfelt tone.

JARO was established in 1974. Over the past 40 years, it has produced approximately 40 television commercials. To this day, member media companies provide advertising slots for free broadcasts.

The first CM was the "Pendulum" edition produced in 1975. It featured five pendulum weights and simply explained: "We want to convey good advertising correctly. But we want to eliminate bad advertising. For complaints or inquiries about advertising, please don't hesitate to contact JARO."

The catchphrase "What is JARO?" first appeared in the 1984 "Song of the Little Bird" commercial. While it remains memorable to many, it was actually used in only two commercials: this one and the "Snow White" commercial produced the following year.

Even today, JARO's commercials are often mistaken for those by AC Japan, which runs public service ads, or government agencies. They say JARO's commercials are "full of struggles and challenges." After 40 years, they are now trying to promote understanding of their activities with an easy-to-remember song.