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Featuring Sports Superstars! Taisho Pharmaceutical "Lipovitan D" New CM Announcement Event
Taisho Pharmaceutical held a new commercial launch event for its nutritional drink "Lipovitan D" on September 13 at Bellesalle Shiodome in Tokyo.
The new CM establishes a new communication concept, "Have a Dream," driven by the desire to reach more young consumers. It features two superstars representing Japanese sports: professional soccer player Kazuyoshi Miura, known as King Kazu, and professional baseball player Shohei Ohtani of the Hokkaido Nippon-Ham Fighters, as characters supporting people striving toward their dreams.
At the outset, Vice President Ken Uehara stated, "Lipovitan D is a brand entering its 55th year since launch, having always grown alongside consumers' dreams. Moving forward, we aspire to be a brand that supports those who continue challenging themselves toward their dreams." Keita Masuda, brand manager for Lipovitan D from the Marketing Division's First Unit, then explained the new commercial's concept and the casting of the characters.
Next, Takuya Takahashi, a high school calligrapher who has gained attention, performed, and Miura added the final stroke to complete the calligraphy piece "Hold Your Dreams in Your Hands," reflecting the new commercial's concept "Have a Dream."
Holding the dream of "becoming a professional soccer player and shining on the international stage," the player moved alone to Brazil at age 15. Having achieved that dream, he remains committed to active play even now at 49. Speaking passionately about his dedication to soccer, he stated, "My current dream and goal is to keep playing well as an active player. I still don't feel like I've achieved my dream. My passion for soccer hasn't waned, and the frustration of not being able to play in a match is the same now as it ever was."
Additionally, Ohtani appeared via video message at the press conference.
When asked, "What drives you to keep moving forward toward new dreams even now?", Miura answered, "Soccer is a sport where mistakes happen. Even I often think, 'Why am I still so bad at this after playing for so long?' when I make a mistake. The driving force is the thought that if I practice more, I can get better, and that I want to become a better soccer player."
Finally, addressing people nationwide who are pursuing their dreams and taking on various challenges, Miura offered encouragement: "Dreams, challenges, passion, never giving up. I want everyone to hold onto that spirit and keep striving. I myself still want to keep fighting." With that, he concluded the press conference.
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