Hamasaki Ayumi is the new CM character for “S CUP” energy drink, and the CM was just released today!

The new CM’s catch phrase is “Guitto. S Cup”, and Hamasaki said that when people (in Japan) watch the commercial and are drinking “S Cup”, they will think of the phrase “guitto.” and will feel invigorated.

There are two versions of the commercial, and the first one released has Hamasaki sitting on a roof top while people watching below. With the idea of “guitto irona hito he” in mind, the people below her look up and take a drink of their “S Cup”, and it ends with the message, “Guitto. S Cup”.

The theme song to the CM is “Believe“, written by Sugimoto Ryuichi, and sung by students in elementary and junior high schools. Musashi Muto, who has worked with Hamasaki before he directed the new CM, said it was easy and natural to film her while drinking.

To help promote the drink, there will also be a promotion campaign. 5,000 people will receive an original T-shirt with Hamasaki’s “A” logo, along with Pyonchan, the SS mascot. 300 people will receive a special original T-shirt that is adorned with rhinestones and printed on lame (type of fabric), and an original T-shirt will be given to 2,000 people who collect 10 stickers (points) and send in the application. Additionally, 2,700 people will get an original QUO card if they submit the serial number via mobile site.

Check out the CM below!



source: tokyohive