I HOPE. Cream or dream?
I HOPE. Lights of Hope
2025.1.9 KANEBO’s new TV commercial “I HOPE. Lights of Hope”
When each person begins to shine, sparkles spread across boundaries, enriching society and the future with diversity. The new commercial represents KANEBO’s commitment to accepting all aspects of who they are and changing the world with hope. Our philosophy is reflected in this slogan: “KANEBO does not simply sell cosmetics. We offer hope.”
The dynamism and strengths are created by cosmetics.
The commercial features four main casts and over 100 individuals, embodying the dynamism and strengths of people who hold onto hope. Mirrors, which serve as symbols in this commercial, represent the connection between cosmetics and hope. The identities of each individual and their longing for hope are expressed through the reflection in the mirrors.
The four main casts express their individuality by wearing makeup featuring KANEBO’s iconic lipstick, foundation, eye shadow, and cream. Despite facing challenges, they remain resilient, pursue hope, and shine as individuals in their diversity.
The musical style of over 100 cast members celebrates diversity.
The scenes depict the lights of hope within each individual, expressed through a musical performance featuring over 100 cast members. The direction emphasizes individuality through each cast's mirrors rather than uniform movements. The four main casts are presented as leaders of hope, representing various appearances and styles among the people.
Sena Nakajima
model
Sena Nakajima applies lipstick, which is the primary product associated with the cosmetics image. The stunning sunlight reflected in the mirrors of over 100 cast members in the scene embodies KANEBO's message to the world.
Sharar Lazima
model/writer
Sharar Lazima expresses her identity and strong will, free from typical stereotypes, including racial issues. She puts on a foundation, with which we can change to the favorite skin complexion, and an impressive message comes from the scene of her gazing at the sky with intense eyes at dusk.
Toa Yagi
artist
Toa Yagi delivers a captivating dance and creates innovative choreography using mirrors. Her intense gaze and movements in front of the camera were highly engaging, captivating the shooting crew. Her dance conveys a powerful message, projecting light beyond the screen.
Mandy Sekiguchi
performer
Mandy Sekiguchi holds a mirror and runs with full energy. His expression reflects a determination to move forward, resilience from past setbacks, and an ambition to seize a glimmer of hope. Through his spirited run, he conveys a powerful message of inner strength.