Ezaki Glico's New TV Commercial Spreading Smiles with "Sukipani Smile"
Ezaki Glico began airing its new TV commercial "Ski Panis Smile" on March 1st, featuring actress Haruka Ayase and company employees.
The company has been communicating its message "When you smile, the world changes. smile.Glico" since 2013, and this TV commercial is part of that effort.
This commercial promotes the "Sukipani Smile" exercise, designed to strengthen the muscles used for smiling. It depicts approximately 400 people, including President Katsuhisa Ezaki, employees, their families, and Ayase, repeating the four syllables "Su," "Ki," "Pa," and "Ni" in rhythm with song and exercise, gradually transforming into wonderful smiles.
Ayase appears as the instructor teaching the smile. She leads by example, guiding employees with stiff expressions through the "Sukipani Smile" to help them create genuine smiles.
The ad features locations deeply connected to Glico, such as the company's Osaka Umeda office, the Glico sign in Dotonbori, and Glico Pia East in Saitama.
The production team includes director Yuichi Kodama, a Grand Prix winner at the world's three major advertising awards who has directed numerous films, and MIKIKO, a globally renowned choreographer and director known for her work with the techno-pop unit Perfume. Kenmochi Hidefumi of the music unit "Wednesday Campanella" composed the commercial's music.
Alongside the commercial, the company released the "Ski-Panis Smile Efficacy Explanation Movie" on Glico's official YouTube channel ( https://www.youtube.com/channel/UCjOUSmVmac__ZKBSXIeWxlA ). The explanation is provided by Tetsu Sugawara, who researched smiles at Waseda University and supervised the "Ski-Pani Smile." It introduces the charm and benefits through explanations of mouth and hand movements, along with experimental footage showing whether the smile can actually be trained.
In an interview, Ayase stated that she smiles naturally "when eating with friends and talking a lot, or when eating favorite foods or sweets." She added, "The Skipani Smile really makes you smile happily, so please try it and achieve your best smile."
The company is running the "#Sukipani Grand Prize Campaign" (until April 15). Users are invited to post videos on Twitter of themselves smiling to the Sukipani Smile music. Winners will receive prizes, and selected entries will be broadcast on the Glico Vision screen in Shibuya, Tokyo.
Official website: http://cp.glico.jp/sukipani/
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