Hasta La Gadget!

We can still recall a happy time a couple of years ago when Yukie Nakama was on almost every single ad. 2009 was a bit more eclectic, though, but certainly had its fair share of memorable characters.

[Image courtesy of Otaku Times on Flickr.]

Almost all Japanese TV commercials (and posters and other advertising campaigns) feature a geinoujin (artist / celeb). However, in the west it is seen as embarrassing to “sell” yourself for money like that, especially if — as in the case of some performers in Japanese ads — you are a respected actor. (Ironically, though, Japanese CMs are awash with Hollywood actors earning a quick buck just so long as they are not shown back home.) It is customary for TV shows to dredge archives for old commercials featuring then-unknown superstars for a quick laugh.

Here, there is nothing wrong with cultivating and commercializing your image, regardless of your level of fame. It becomes part of your appeal and you have to sell yourself to succeed in all the careers you have on the go. The divide between actor/model/TV personality has always been an ambiguous one. In the UK and USA, at least, it is still seen as an usual case when a singer crosses successfully over into acting — or vice versa. In Japan, it is commonplace; indeed, you are expected to have dual careers at least nominally.

It is clear straightaway that certain types of celebrity are popular choices for all these commercials and posters. Why did au choose boy band Arashi to sell their phones? Certainly, if the recently mad scenes at Omotesando station (see below) were to go by, these boys have crazy fans. Of course, the power of the ikemen look surely gets young girls (and certain young boys, no doubt) to gaze at the posters. But they are looking at their tender faces, not the product they are holding. What is interesting about groups like Arashi is that their appeal is wider than you might think. They have a clean look; they are nice, young lads without a hint of scandal. Young men gawk at them and want to emulate their style (no doubt to impress their girlfriend). And even a male middle manager can look at them and almost imagine they would make a good marriage partner for his young daughter.

Likewise, others conform to certain desired “looks”: charisma (Takuya Kimura); kawaii (Becky, Haruka Ayase, Yu Aoi); hattoushinbijin (Namie Amuro); foreign/exotic (Dante Carver, Meisa Kuroki); safe and trustworthy (Aya Ueto and golfer Ryo Ishikawa); dumb gaijin (Mr James of the infamous Macdonald’s ads); bijin (Ryoko Hirosue); innocence (Erika Sawjiri, Noriko Sakai — ironically both now disgraced). The archetypes contain many variants and mutations, but there are clear pigeonholes that the ad agencies and corporations stick to with wild success.

Another key fact is that jimusho (agencies) have more power in Japan and the celebrities themselves might have less say over which ads they appear in — and which they veto for the sake of their dignity.

But this is all well and good for the celebrity. They get mass exposure (and cash). But what is really in it for the companies being advertised? When you see an image of Takuya Kimura it’s impossible to trigger an image of a particular product because he advertises so many! Take your pick from hair wax to cameras. His ubiquity has made him the most famous man in the country and helped his film and TV career, but this overshadows any of the products he promotes. You don’t think of the camera, the food, the car or whatever.

The celebrities (and jimusho) are big winners, but surely this is as unimaginative an advertising system as you can create.

Another side-effect of this ubiquity is backlash. A number of the popular CM stars this year particularly were grating to say the least, partly through their overt, lachrymose kawaii-ness — but also partly just through over-exposure, by being on too many CMs and billboards.

Surely top of this list must be the Kodomo Tencho (Child Store Manager), star of Toyota ads, played by cute cheeky Seishiro Sato. Isn’t he so sweet in that bright red suit! Did he have you racing to your nearest dealership to purchase a Prius?

Though I liked the concept I found the smiles of Seishiro-kun patronizing; I could smell the cynicism behind the talent agency that was milking him. But then I have always found something creepy about child actors, especially when they are dressed in adult clothing. No doubt seeing things like Dennis Potter’s Blue Remembered Hills has left a lasting impact on me.

I personally rather like the long-running Boss coffee ads with Tommy Lee Jones (a rare occasion of a foreign star not belittling themselves) — but am undecided about the dancing duck and cat in the Aoi Miyazaki Aflac commercials.

Amusing, impressing, cute, annoying: the list of candidates and adjectives could be endless…Which stars did or did you not like watching?