Takarajimasha Corporate Advertisement "At least let me die on my own terms" Reflecting on life in the new year

On January 5th, publisher Takarajimasha ran a corporate advertisement titled "At least let me die my own way" in four major newspapers. Since 1998, the company has used newspaper ads to convey "messages it wants to share with society as a company" that cannot be fully expressed through products. Many of its past works have won numerous newspaper advertising awards, including the Dentsu Inc. Advertising Award.

This campaign's theme is "By thinking about death, we consider how to live."

Created from the perspective that while Japan's world-leading average life expectancy draws attention to how to live longer, the question of how to die is often overlooked. The ad asks whether how one dies is as important as how one lives, and whether individuals' thoughts and views on life and death deserve greater respect.

The piece is a 15-column color spread featuring actress Kirin Kiki. The visual motif is inspired by British painter John Everett Millais's masterpiece "Ophelia." While the composition remains largely faithful to the original painting, it incorporates modern and Japanese elements, resulting in a fantastical finish. The catchphrase "At least let me die my own way" and the accompanying body copy perfectly matched Ms. Kikuchi's personality, likely prompting many readers to reflect anew on life's journey at the start of the year.

Regarding her appearance, Ms. Kiki commented, "Living is part of daily life, and dying is part of daily life. Death isn't something bad. It's something that comes naturally. I want to die the way I want to live. In the end, I want to become cosmic dust together with everything else. That's how I feel. I thought conveying that sentiment was also part of my role."

■ Past Works (Selected)

Takarajimasha Advertising Site: http://tkj.jp/company/ad