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CM Overview
CM Concept (Consideration)
Snow Man’s Watanabe Shota was used to express Denfis’ brand message, “Toothpaste that you can kiss as soon as you wake up.” It appeals to female fans who are active in their favorite idols and those who like handsome men. Watanabe’s charm, along with the situation, appeals to the image of an ideal morning.
CM Overview
Snow Man’s Watanabe Shota will appear as an ambassador for the toothpaste brand “Dentis” in a new web commercial that will be released on the 23rd. The commercial reflects the product’s characteristic of being able to “kiss as soon as you wake up,” and depicts a happy morning spent by Watanabe and his partner. The commercial begins with Watanabe brushing his teeth after a bath, along with the line, “When I’m with the person I love, I don’t want to think about unnecessary things,” and depicts a happy situation in which he can kiss the person he loves as soon as he wakes up in the morning. Watanabe performs in a relaxed atmosphere throughout, and his expressiveness gives the commercial a refreshing impression.
CM target (considerations)
Age: 25 years old
Occupation: Marketing manager at an advertising agency
Place of residence: Shibuya-ku, Tokyo
Profile
Lifestyle:
I work a lot during the weekdays and often work overtime.
On weekends, I enjoy going to cafes and shopping with friends.
I am very interested in health and beauty, and go to the gym to keep myself in shape.
Hobbies and interests:
I check out the latest fashion and cosmetics information on social media.
I research skincare and makeup using videos of beauty YouTubers as a reference.
I try to eat a healthy diet and invest in organic foods and supplements.
Oral care:
I am looking for high-quality oral care products that I can use easily even in my busy daily life.
I am particularly sensitive to bad breath and want to keep my breath fresh at all times.
I prefer products that use natural and body-friendly ingredients.
Time management:
I am looking for products that I can feel the effects of in a short time, even with my busy schedule.
I value convenience that can be used easily even during busy mornings.
CM capture
CM video
https://www.youtube.com/watch?v=ixiwFInS9LAu0026t=3s
- Watanabe Shota (Snow Man)
Other
Watanabe Shota commented on the filming of the new Dentis web commercial, “It was a lot of fun. There was a real sense of tension, and filming in a house studio felt like a drama.” He also said about Dentis products, “Both the toothpaste and the toothbrush are very good. I especially like the grip of the handle,” and expressed his intention to continue using them in the future. Furthermore, he said that he “definitely wants to try” the lemongrass flavor that is only available in Japan, which he learned about during the shoot, and expressed his expectations for the new product.
